Folgers Introduces a Revolutionary Enhanced Roasting Process and Unprecedented Marketing Campaign

August 8, 2008 | 11:09 am

CINCINNATI, Aug. 8 /PRNewswire-FirstCall/ -- The Procter & Gamble Company's Folgers(R) brand (NYSE: PG) today introduced an enhanced, proprietary roasting process, which ensures rich, pure Mountain Grown(R) taste in every cup of Folgers Classic Roast and Coffeehouse Series. Each Folgers coffee bean is now pre-roasted, helping to reduce bean moisture and improve roasting consistency, so consumers get a rich coffee taste from every bean.

Because the new roasting process enables Folgers to get more pure, rich coffee from every bean, Folgers Classic Roast and Coffeehouse Series canisters will feature a slight reduction in packaging weight; however the volume remains the same, so consumers will still get the same number of cups in each canister at the same great value.

This initiative represents Folgers's most significant investment in coffee innovation ever and will be supported by a significant marketing campaign. The new Folgers "Roasted with Care" marketing campaign is supported through a multifaceted campaign, including advertising, coupons, in-store merchandising, public relations, and interactive efforts. National advertising will begin in September 2008 and is handled by Saatchi & Saatchi, New York.

"Millions of consumers start their day with Folgers and now they can enjoy rich, pure coffee flavor from every bean," said Jamie Egasti, President, NA P&G Coffee. "We are extremely excited about offering the great taste and aroma to our consumers."

Beginning this month, Folgers most popular offerings, 39 oz. Classic Roast and Decaf will be available in a 33.9 oz. canister with the same number of cups per canister -- 270 -- at the same suggested retail price. In addition, Folgers Coffeehouse Series is now available in a 27.8 oz. canister and will produce 240 cups. There will be a slight weight reduction in other offerings of Classic Roast and Decaf as well.

Folgers is manufactured at its coffee production plant in New Orleans, which has been equipped for the special roasting process.

For additional information about the new roasting process or Folgers products, please visit folgers.com.

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