TITLE

Folgers cuts the caffeine to rekindle lagging sales

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
May 2000
SOURCE
Advertising Age;5/1/2000, Vol. 71 Issue 19, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the plan of Procter & Gamble to launch a new line of half-caffeinated ground coffee under the Folgers Lite banner in an attempt to improve its sales performance. Sales for the regular ground Folgers brand declined 10.9% while Folgers ground decaffeinated sales fell 13.5% for the weeks ended March 26, 2000. The Lite, a half-caffeinated version of Folgers Classic Roast, will target consumers 35 to 64 through print advertisements in July 2000. The Folgers Lite will be priced to compete with regular ground coffee.
ACCESSION #
3059508

 

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