• Sweden edition
 
Swedish coffee beats Starbucks in US test

Swedish coffee beats Starbucks in US test

Published: 30 Mar 2013 17:19 GMT+01:00
Updated: 30 Mar 2013 17:19 GMT+01:00

US coffee drinkers prefer to drink Swedish brand Gevalia House Blend ahead of Seattle chain Starbucks' equivalent, according to a recent survey featured in a new advertising campaign.

Gevalia is marketed by Kraft Foods in the US and the firm forwards the claim in its new advertising campaign that a blind third party test showed that almost 60 percent of coffee drinkers prefer their brew over Starbucks House Blend.

Kraft Foods further claim that the survey indicated that only 34 percent favoured the latter, according to the brandchannel.com website.

The claims are made in a television advert featuring a Swede named Johan, played by an American actor with a curiously Germanic/Dutch accent.

The advert features a lanky-haired Johan on one knee in the aisle of a supermarket, casually informing a customer that Gevalia is the preferred choice of coffee drinkers.

Having tasted a steaming cup of Gevalia House Blend, the customer is persuaded to discard the Starbucks House Blend that she was set to buy.

"That makes me very happy," Johan responds.

Kraft Foods was once a staunch ally of Starbucks in the US, helping the firm to build a $500 million per annum retail business.

The advert, released last Monday, is the first time the firms' advertising goes head to head in what US media are calling the coffee wars.

Starbucks has hitherto declined to comment on the campaign or the taste survey.

Peter Vinthagen Simpson

Follow Peter on Twitter here.

The Local (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

22:11 March 30, 2013 by Opinionfool
Thank god it isn't the Nestlé owned Zoegas brand. I've not drunk that for a long time.

What the caffination of Gevalia compared to Starbucks? The latter used to be close to if not at the top of that league table.
23:40 March 30, 2013 by Beavis
Gevalia is ownded by Kraft Foods, an American company, therefore the comparison is between 2 US products and has nothing to do with Sweden
00:02 March 31, 2013 by Opinionfool
@beavis better to be owned by Kraft than Nestlé though.
03:13 March 31, 2013 by Eric1
But I like going to Starbucks and paying $4.00 for a .50 cent cup of coffee. Makes we feel "hip and cool."
11:47 March 31, 2013 by Emerentia
@ Beavis

Well, Gevalia is originally a Swedish brand, and the coffea is roasted in Gävle (Gevalia in Latin), in Sweden since 1853, even if Kraft Foods owns it nowadays.
13:22 March 31, 2013 by Rishonim
@Emerentia,

Most Mac computers are made at Foxconn in China and that doesn't make Apple a Chinese company ;-))

@TL, hitherto??? Thus Spoke Zarathustra
14:06 April 1, 2013 by Emerentia
Apple was not founded in China. If a Chinese company would buy companies like CocaCola or McDonalds, you would say that you where ordering Chinese when you ordered hamburgers?

If a coffea brand has been roasted in Sweden for 160 years, how can one say that it has "nothing do do with Sweden". Kraft food just owns it nowadays, like a lot of other brands. That's what they do. Isn´t Toblerone Swiss chocolate or Vegemite a Australian spread in your minds?
18:34 April 1, 2013 by dizzymoe33
Starbucks coffee sucks!!! It tastes burnt!!! For a weekend treat I buy Gevalia coffee.
11:30 April 2, 2013 by oldgreygoose
I'm from the Seattle and Starbucks was never considered great coffee. Its just a predicatable experience. Just like McDonalds isn't great hamburgers. Just predictable.
20:06 April 2, 2013 by vinylsound
and so why then is she reaching for a bag of Starbucks???
17:01 April 5, 2013 by jbkulp
I made the mistake of buying the Gevalia sold in the US, thinking that it was the same as in Sweden and I wouldn't have to haul it back anymore when visiting Sweden to have decent coffee. Bis mistake. The Gevalia sold it bears no resemblance to the Gevalia sold in Sweden. In fact, it tastes quite awful. Kraft is just playing on the Swedish image to sell this crap here. Back to hauling a suitcase full when visiting Sweden.
05:09 April 22, 2013 by artemis133
I've been getting boxes of Gevalia coffee by mail for years-it's wonderful coffee. Starbucks coffee is horrible. I haven't tried the Gevalia offered in grocery stores now though; I would imagine it's not anywhere as good as the mail order coffee.
Today's headlines
'Imperfect EU better than revolting nationalism'
Fredrik Reinfeldt. File photo: TT

'Imperfect EU better than revolting nationalism'

Swedish Prime Minister Fredrik Reinfeldt on Wednesday urged young voters to head to the European parliamentary polls on May 25th "to cure the European disease of nationalism". READ () »

Ericsson quarterly profit defies sluggish sales
Ericsson CEO Hans Vestberg at the first quarter press conference. Photo: TT

Ericsson quarterly profit defies sluggish sales

Swedish telecom giant Ericsson on Wednesday announced a drop in sales but posted a sharp rise in first-quarter profit, which nonetheless fell shy of analyst predictions. READ () »

Fatal Norrköping brawl
Four brothers held as cops fear brawl reprisals
Photo: Johan Nilsson/TT

Four brothers held as cops fear brawl reprisals

Swedish police fear that several people involved in a brawl in eastern Sweden on Monday night may be seeking revenge after two brothers were shot dead. READ () »

Sponsored Article
Beautiful pearls of southeast Sweden
The town of Västervik.

Beautiful pearls of southeast Sweden

Ask a Swede, and they are likely to say that their favourite holiday spot is in the southeast of Sweden. Eastern Småland and Öland offer a smörgåsbord of all the things dearest to the Swedes - from the beloved children's book author Astrid Lindgren to deep forests, long sandy beaches, perfect spots for that all-important 'fika', and a surprising amount of space, peace and quiet. READ () »

Weekend weather to bring summer warmth
Swedes enjoy hot dogs and cherry blossoms in Stockholm's Kungsträdgården. Photo: Jessica Gow/TT

Weekend weather to bring summer warmth

The sun is set to stick around and temperatures could climb into the twenties over the weekend, Swedish meteorologists said on Wednesday READ () »

Swedes open coffin of 850-year-old king
Erik the Holy's skull and the crown, believed to be Sweden's oldest. Photo: Bertil Enevåg Ericson/TT

Swedes open coffin of 850-year-old king

King Erik the Holy died 854 years ago, but scientists have just unveiled his skull at Uppsala Cathedral. READ () »

'Day-care rapist' admits molesting eight kids

'Day-care rapist' admits molesting eight kids

A 21-year-old man confessed on Wednesday to sex crimes against eight children at a day care where he was working as an intern. READ () »

Swedish cops nab man for having big muscles
An unrelated bodybuilder. File photo: Ann Törnkvist

Swedish cops nab man for having big muscles

Police in Sweden's south who hauled a muscular man in for steroid testing have had their knuckles rapped, after it was ruled that big biceps cannot be grounds for narcotics suspicions. READ () »

Swedish girls report more eating problems
Teen girls. File photo: Chloe Chaplin/Flickr

Swedish girls report more eating problems

A youth wellbeing report from Save the Children found that more teenage girls than in previous surveys reported having an eating disorder. READ () »

'Zlatan will be back for finals': PSG coach
Photo: AP

'Zlatan will be back for finals': PSG coach

Paris Saint-Germain coach Laurent Blanc said on Tuesday that he believed Swedish goal machine Zlatan Ibrahimovic will play again before the end of the season. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
Features
Sponsored: South-eastern Sweden offers Öland beaches and more
Gallery
Swedish underwear shop puts staff in front of the camera
Gallery
IN PICTURES: The Local's Property of the Week - Täby
Sponsored: India+Sweden Week - India Unlimited
Features
Sponsored: India+Sweden Week - A film, food, and finance feast
National
University applications rocket to record high
finest.se
Gallery
People-watching April 18-20
TT
Society
Kids in Victorian garb mark Swedish Easter
Shutterstock
National
Swedish MP ordered chemtrail probe
Society
Swedish supermarket Ica pulls contested Easter commercial off air
Kungahuset
Society
Swedish royals set baptism date for princess
finest.se
Gallery
People-watching April 16
Politics
Who's the prime minister's heir?
Advertisement:
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
TT
Politics
Swedes to give six-hour workday a go
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

712
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com