Americans who have mail-ordered Gevalia coffee for 30 years may do a double-take this month when the Swedish brand debuts in retail stores, though they certainly won’t miss the bag’s bright yellow color and evocative graphics.
Less than a year after its retail distribution deal with Starbucks ended, Gevalia parent company Kraft Foods is joining its erstwhile partner on the increasingly crowded premium coffee shelf. Upscale retail is new terrain for Gevalia, which was first roasted in Gävle, Sweden in 1853: The brand is solidly middle of the road in stores throughout Europe. The premium positioning is a North American invention, where a free coffee maker has been included in first-time mail orders since 1983.