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Swedish coffee beats Starbucks in US test

The Local · 30 Mar 2013, 17:19

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

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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.

Story continues below…

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)

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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

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.
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