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 $2bn a year. 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. 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.

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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

Millstone

The JM Smucker Company

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