Folgers coffee: brand profile

Although it is virtually unknown outside North America, Folgers is nonetheless the biggest single coffee brand in the United States, worth around $2.7bn a year in total retail sales. It has a clear lead over rivals Maxwell House (#2) and Nestle (#3). In fact, Folgers almost single-handedly created the US coffee industry just over 150 years ago. But consumer tastes are changing fast, and Folgers has come under threat from a whole rash of specialist blends and hybrid coffee spin-offs, as well as the all-conquering force of Starbucks. For many years the brand was one of the biggest products in the portfolio of consumer giant Procter & Gamble. However it became an increasingly uncomfortable fit with the rest of that business, and in 2008 P&G announced plans to divest it. Folgers was acquired by food company JM Smucker, which already owned other ex-P&G products including Jif peanut butter.

Which agencies handle advertising for Folgers? Find out more from the Account Assignments database.

Who competes with Folgers? See Non-Alcoholic Drinks Index

Subscribers only: Adbrands profile Account assignments and selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

The Adbrands Profile of Folgers summarises the brand's history and current operations. Subscribers may access the following website links:

Folgers

Millstone

The JM Smucker Company

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