Krispy Kreme debuts retail coffee offering

Oct. 8, 2013

Krispy Kreme announced today that its packaged ground coffee is now available at select Sam' s Club locations throughout the Southeast.

Prior, Krispy Kreme House Blend coffee has only been available in retail shops. It is now exclusively available in 40-ounce packages at participating Sam's Club locations.

According to the company, offering this retail channel capitalizes on the large number of consumers who brew coffee at home and work.

"Making Krispy Kreme coffee available to Sam's Club members expands business and consumer access to our great tasting coffee for home or office use," said Brad Wall, SVP Supply Chain and Off-Premise Operations for Krispy Kreme. "Launching a new, exclusive coffee pack-size at Sam's Club extends our brand to millions of families and businesses, and adds convenience to our loyal brand consumers. The club channel is a natural extension for the brand."

In addition to drip coffee and specialty coffee drinks, Krispy Kreme retail shops currently sell 12 oz. ground bags for home brewing.

Also as part of its expanding coffee platform, Krispy Kreme Doughnut Corporation has signed a licensing agreement with Brand Central LLC for the licensee acquisition, development and manufacturing of new coffee products for the wholesale club channel and its retail shops.

"These new initiatives are part of our ongoing strategic efforts to significantly build awareness and equity in our coffee program through trial and sales of our existing products in new channels," Wall said.

The new 40-ounce bagged coffee, roasted and manufactured by S&D Coffee, will feature Krispy Kreme's updated coffee packaging, with the brand's bowtie logo and color-coded graphics to help consumers identify their preferred blend.

Krispy Kreme will support the launch of the new 40 oz. bags at Sam's Club with social media and in-club coffee sampling opportunities.

Krispy Kreme first introduced its coffee platform in August 2011. The beverage line became a priority last year, when CEO James Morgan said the company's goal was to broaden the number of consumer occasions through coffee.

Read more about food and beverage promotions.

Topics: Coffee/Bakery/Donut , Food & Beverage , Marketing / Branding / Promotion , Operations Management

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