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Krispy Kreme brews up signature coffee blends

August 31, 2011

Krispy Kreme Doughnuts launched its new Krispy Kreme Signature Coffee Blends at participating U.S. and Canada locations today.

The three specially crafted blends include:

• Krispy Kreme Signature House: A smooth, medium-bodied, Latin American blend with a balanced flavor profile.
• Krispy Kreme Signature Dark Roast: With a dark roasted, full-bodied flavor, this blend of African, Indonesian and Central American coffees was made for those who prefer a bolder coffee taste.
• Krispy Kreme Signature House Decaf: A decaffeinated blend of Columbian and Sumatran coffee with all the taste and none of the caffeine.

"From medium to full-bodied flavor, each blend features a smooth, distinctive flavor profile made from 100-percent Arabica beans," explained Ron Rupocinski, Krispy Kreme's corporate chef. "Pair it with any of our delicious doughnuts for a rewarding taste experience."

The new blends are available in 12 oz., 16 oz. and 20 oz. cups, a 96 oz. Brew Box and 12 oz. freshly-ground retail bags for home brewing.

The new coffee line will be supported by the ad slogan, "Worthy of Our Doughnuts."

In addition to the new coffee, Krispy Kreme also features espresso-based Kaffe Kreme, Mocha, Cappuccino and Latte options, as well as hot chocolate.

Krispy Kreme is also promoting the coffee options via its Facebook page, with a "Worthy Tour" contest. Once a month in October, November and December, the Krispy Kreme Worthy tour will visit "worthy" organizations or charities and host a celebration.

According to the Winston-Salem Journal, Krispy Kreme is well positioned to join the so-called coffee wars. The company's largest shareholder is Robert Stiller, founder of Green Mountain Coffee Roasters Inc.

Krispy Kreme's launch comes at an interesting time for the beverage segment, as McDonald's McCafe line continues to earn a big portion of the chain's sales. Dunkin' Donuts recent IPO and K-Cup launch has also turned up the heat on coffee giant Starbucks, which also just launched the K-Cup servings.

Also, Tim Hortons continues to expand its footprint in the U.S., and Seattle's Best Coffee announced today that it has added 12 new locations since April.

Read more about food & beverage launches.