Folgers coffee: brand profile

Although it is virtually unknown outside North America, Folgers is nonetheless the biggest single coffee brand in the United States, with a clear lead over rivals Maxwell House (#2) and Nestle (#3). In fact, the brand almost single-handedly created the US coffee industry just over 150 years ago. But consumer tastes are changing fast, and Folgers is under threat from a whole rash of specialist blends and hybrid coffee spin-offs. Until now the brand has been one of consumer giant Procter & Gamble's biggest products, worth more just under $2bn a year. However it has also become an increasingly uncomfortable fit with the rest of the P&G portfolio, and in 2008 the group announced plans to divest the business. It was acquired by food company JM Smucker, which has previously purchased other brands from P&G including Jif peanut butter. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. 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.

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Competitors: See Non-Alcoholic Drinks Index for competitive companies

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

Folgers	Folgers Latte
Folgers Jakada	Millstone
Folgers Singles	Home Cafe

Procter & Gamble

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