By that, we mean, they’ve addressed the prevailing millennial fascination with Caffeine, formerly addressed by super-caffeinated Colas and so-called Energy Drinks. Now, if you like Maxwell House and you want more caffeine, you can buy ‘Max’ – and choose your own level of Caffeine…
Yes, Maxwell House seems to be targeting the Energy Drink market by promoting the original ‘Energy Drink’ – Coffee – as a better, maybe even more-natural jolt. Max brand Coffees come in three Caffeine strengths: 1.25x, 1.5x and 1.75x ‘the average cup of Arabica Coffee’.
You can get your jolt in regular ground roast Coffee, instant or Keurig cups.
But that’s not all!
The new Max Indulge line features flavoured coffees with a variable punch, including Mocha, Mocha & Salted Caramel, and Mocha & S’mores.
The Max lines, in general, are officially intended to appeal to the younger Coffee Drinker, according to Brand spokesman Luc Cole, Director of Marketing for parent company Kraft Heinz. He says the variable Caffeine levels are meant to offer younger Caffeine lovers the, “functional benefits,” of their jolt and also, “address their different needs throughout the day.”
Max Coffees are said to provide the same flavour and perceived strength using the same amount of dry Coffee while delivering more Caffeine.
This stuff is definitely not for me. But I can see how it would appeal to some folks. We’ll see…
~ Maggie J.