Maxwell House Launches New Instant Iced Latte with Foam, Presented by Kraft Heinz

Maxwell House, a 131-year-old coffee brand, is seeking to revitalize itself by targeting younger consumers. Kraft Heinz, the parent company, has launched its first product in nearly a decade, the Iced Latte with Foam.

Maxwell House, once a leading coffee brand, has lost favor among consumers due to the increased popularity of espresso machines, French presses, and cold brew makers. Euromonitor International data shows that it ranks third in the instant coffee segment, behind Nescafe and Folgers.

In addition, Maxwell House faces competition from Starbucks and Dunkin’, which offer more convenience and variety at a higher price. However, with its new Iced Latte with Foam, Maxwell House aims to bridge the gap and attract new customers. The drink is unique, requiring just one packet, a cup of cold water, and a spoon.

The Iced Latte with Foam is available nationwide at major retailers and on Amazon, featuring three flavors: vanilla, hazelnut, and caramel. Each package costs $6.99 and contains six packets, making each individual iced latte cost just $1.17.

In 2019, Kraft Heinz considered selling its coffee unit but decided to retain the brands. However, coffee sales were not a primary focus of its turnaround strategy at the time. Tiffin Groff, head of Kraft Heinz’s North American coffee business, mentioned a revitalized interest in coffee sales since she joined the company.

Last year, Maxwell House gained market share for the first time since 2016. Under Groff’s leadership, Kraft Heinz launched an IHOP-branded coffee line that attracted younger consumers. Next year, iced lattes with foam will be introduced under the IHOP name.

The new product line caters to the growing trend of consuming cold coffee beverages, particularly among millennials and Gen Z. Despite the popularity, making cold coffee drinks at home has always been challenging. Only 7% of coffee consumed at home is cold.

Maxwell House hopes that the Iced Latte with Foam will drive growth for the mature brand. The brand will also undergo a facelift next year, featuring updated packaging and a new tagline: “Live Life to the Last Drop.”