Tempting the Traditional Coffee Drinker to Move Up

By JULIE BOSMAN
New York Times

TRADITIONAL coffee, the kind that is usually scooped out of bulky metal containers with black plastic tablespoons, is not known for pleasing coffee snobs.
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Folgers is hoping to get its own customers to try a premium blend of coffee.

But one of those traditional coffee brands is tiptoeing into the upscale shelf space this week, aiming to attract a more mainstream consumer. Folgers is introducing a line of premium coffee with flavors like espresso roast and caramel drizzle, dressed up in shiny bags with swirly typefaces.

Folgers, which is owned by Procter & Gamble, is hoping that the new packaging, elaborate flavors and a $20 million advertising campaign, starting in September, will convert everyday coffee drinkers who currently consider higher-grade coffee a luxury.

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