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Kraft loses ground in coffee war; Once America's most popular coffee, Maxwell House now trails P&G's Folgers. Regaining marketshare is critical.(News)(Kraft Foods Inc)(Procter & Gamble Co)
Crain's Chicago Business, March, 2005 by JARGON, JULIE
Byline: JULIE JARGON Kraft Foods Inc. is losing a long battle with Procter & Gamble Co. in the ground coffee business. Procter & Gamble's Folgers brand is stealing customers from Kraft's Maxwell House after surging in the past year to become the top ground coffee brand in the U.S. Observers credit clever new packaging for the 36% to 34% lead Folgers now holds over Maxwell House in the $1.9-billion U.S.
ground coffee market. Maxwell House is dragging down Kraft's coffee business, which accounted for 13% of companywide revenue in 2004. Kraft's $4.2 billion in worldwide coffee sales, which include its Jacobs and Gevalia brands sold in Europe, grew at the same 5.5% rate as the company's overall revenues last year, but are down from $4.8 billion in 1999....
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