News

Seattle’s Best lightens up

November 29, 2010

Seattle’s Best Coffee, which supplies java for quick-service giants Subway and Burger King, is introducing a lighter roast.

The company, owned by Starbucks Corp., hopes the new line will attract a broader base of coffee drinkers, including those who want cheaper, conventional coffee; those who favor the higher-end specialties; and everyone inbetween.

The brand’s lighter blends will hit grocery stores in December and will be part of its new “level” system. The company’s new packaging concept includes a system of numbers and colors that makes it easier for shoppers to sift through the array of coffee choices.

The system ranges from light and mild Level 1 to a bold and dark Level 5. Additional options include a decaffeinated blend, an Organic Fair Trade Certified blend and cinnamon and hazelnut blends.

The new lineup will replace existing Seattle’s Best Coffee products. Prior to its development, the brand was only offered in medium and dark. With Levels 1 and 2, options are now available for those who prefer lighter blends.

“The Level System represents a bold step forward in the packaged coffee category, and Seattle’s Best Coffee is leading the way,” said Michelle Gass, president, Seattle’s Best Coffee. “We’re making it easy for consumers to find the coffee that’s right for them.  For premium coffee drinkers, the Level System is a simple way to explore taste profiles, and for mainstream coffee drinkers, it is an invitation to enter the premium coffee segment with confidence and ease.”