JM Smucker’s iconic Folgers instant-coffee brand is getting a better-for-you makeover in November with a new line of functional varieties that offer protein, focus, energy and prebiotics.
The news was revealed Tuesday at the Barclays 19th Annual Global Consumer Conference by JM Smucker President, CEO and Chair of the Board Mark Smucker.
The coffee label ranks as the Orville, Ohio-based company’s top brand in total volume share, Smucker told investors.
“Our higher-growth brands are complemented by category-leading brands that generate strong cash flow, support continued reinvestment and provide additional opportunities for innovation and growth,” Smucker said. “Together, they create a differentiated portfolio capable of delivering consistent and durable growth over time. Folgers is a great example of this.”
Folgers goes functional
The Folgers Functional lineup includes four new instant-coffee varieties, including Folgers Protein, Folgers Focus, Folgers Boost and Folgers Prebiotic.
“This platform is designed to make functional coffee more accessible to everyday shoppers through clear, benefit-led offerings …” Smucker said.
He explained that functional coffee is the fastest-growing space in the category, and the launch is part of JM Smucker’s “consumer-led strategy in action.”
“We are taking a trusted, leading brand and leveraging its strong equity to participate in emerging consumer trends,” he said.
Functional up-close
Smucker revealed few details about the coffee, but a graphic gave more information about the lineup.
The Folgers Protein SKU is marketed as a medium roast that is “For Daily Fuel.” It contains 10 grams of whey protein and 80 calories per serving.
Folgers Focus, a medium-dark roast, “supports mental clarity” and includes L-theanine, Lion’s Mane and 15 calories per serving.
The Folgers Boost blend is a dark roast with Vitamin B, and the Folgers Prebiotic is a dark roast that contains 3 grams of fiber.
Not your grandparents’ coffee
JM Smucker is targeting new customers with the lineup, particularly those who are looking for more than a simple caffeine pick-me-up in the morning.
“We have evolved our media strategy in recent years to over-index with younger consumers,” Smucker explained.
Part of that effort included the launch of a new national media campaign that reimagines the brand’s iconic jingle, he said.
“Our actions are driving results,” Smucker said, adding that the brand has become “the number one brand in total buyers among younger generations in the at-home coffee aisle.”
