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Folgers New Premium 1850 Coffee Brand Targets Millennials

Recognising that millennials favour products with heritage and authenticity, the JM Smucker Co, which owns the Folgers Coffee brand, has launched 1850, a new premium coffee brand.

The name 1850 pays homage to the founding year of the Folgers Coffee Company. According to Smuckers, 1850 was inspired by consumer insight that the authenticity and nearly 170 years of heritage of the Folgers brand, which originated in San Francisco during the California Gold Rush, resonates with both Folgers’ core consumers and millennials. “Millennials in particular are interested in brands that can tell these kinds of authentic stories. In addition, millennials generally prefer stronger, bolder coffees,” said Mark T Smucker, president and CEO, during a presentation at an analyst conference in February when first announcing the new brand. “Our focus with 1850, therefore, has been to deliver a bold but smooth experience that millennials and other segments of our core consumers can relate to.”

Made from a special blend of 100% Arabica coffee beans fire-roasted and steel cut, the 1850 brand offers a bold but smooth taste and is available in four blends: Black Gold Dark Roast, Lantern Glow Light Roast, Pioneer Blend Medium Roast and Trailblazer Medium-Dark Roast.

A spokesperson for Smuckers, says that the benefits of “steel cut” coffee include better taste and superior flavour, which comes from using a steel-cutting process when working with the coffee bean.

1850 begin shipping in early April and is now available in Target, Walmart and Amazon. It will be available in select retailers nationwide by May. 1850 has a MSRP of: USD $7.49 per 12-oz bag; $8.79 per 10-count box of K-Cup Pods; and $10.49 per 16-count box of K-Cup Pods. Representing Folger’s first foray into the bottled coffee segment, three ready-to-drink varieties will be rolled out this summer and will have a MSRP of $2.39 per 13.7-oz RTD bottle.

For more information on the 1850 brand, visit: www.1850coffee.com.

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