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