That Maxwell is going to be sold? Instant coffee, are you okay?!
Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)
Although it is now quite common in domestic coffee shops, instant coffee still has a certain status in people's minds. For example, Nestle, which is in full swing, not long ago launched a variety of coffee capsules with Starbucks. However, the coffee brand Maxwell, which is also well known to Nestle, does not seem to be very good.
Maxwell is an American coffee brand produced by Kraft Heinz's division of the same name. Launched by wholesale grocer Joel Owsley Cheek in 1892, it is named in honor of the Maxwell Hotel, a famous hotel in downtown Nashville, Tennessee, which was destroyed by fire on December 25, 1961 (the hotel was disbanded). The coffee served at the hotel was blended by a local grocer named Joel Cheek, its first major customer.
However, according to the results just released by the century-old brand, not only is Kraft Heinz worrying, but its share price has also experienced its biggest one-day plunge of nearly 30% recently.
Maxwell used to be a leading national brand in the United States, but the local coffee market in the United States is no longer optimistic for Maxwell, which mainly sells instant coffee powder and coffee capsules. At present, the coffee market in the United States is shifting from household consumption to immediate consumption in coffee shops, in addition to the continuous expansion of coffee chains such as Starbucks, low-cost coffee has also compressed the instant coffee market-fast food chains such as McDonald's and Donndole are fighting a price war for coffee.
Last year, Kraft Heinz sold its Canadian dairy business and Indian beverage business Complan. The company said last week that it was considering selling brands that "do not have a clear competitive advantage path".
It is reported that Kraft has hired investment bank Credit Suisse to review strategic options for Maxwell Coffee Business Review. The business could get a transaction price of at least $3 billion.
However, so far, Kraft Heinz has refused to respond positively to news of a possible sale of Maxwell. Kraft Heinz spokesman Michael Mullen told Reuters that they are focusing on nurturing "competitive brands in growing, for-profit categories" and do not rule out selling assets if this option allows them to maintain normal earnings.
- Prev
The origin of Italian coffee, coffee culture and history, which kind of Italian coffee tastes good?
For information, please pay attention to the coffee workshop (Wechat official account cafe_style) Dali is the birthplace of coffee, the local coffee culture has its own style. If you are planning to go to a local cafe, here are six coffee cultures you should not know. For many people, coffee is the source of our productivity every day. Without drinking a cup every day, the whole person becomes lifeless. According to statistics, the whole
- Next
Starbucks denies hunger marketing, lucky to go to the US IPO again
Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style) One sixth of 2019 is about to pass, spring is coming, major coffee shops in addition to launching various new products in line with the season, is there any more new action? Start your coffee break today! Starbucks denies hunger marketing, cat claws
Related
- A coffee shop drives customers out on the spot?! Store: No Chinese people are accepted
- Children suffocated and died after drinking pearl milk tea! Parents: The store did not inform the risk
- Can I put a thermos in a thermos pot to keep my coffee warm? Why does coffee not taste so good after it cools down? What is the most suitable amount of milk for latte?
- How to make coffee cream? Do I have to use instant powder for 400 hand-made coffee? What is the composition of coffee cream in Naples coffee?
- What is an authentic cappuccino? How to make cappuccino golden circles? What is the ratio of coffee to milk in a cappuccino?
- Can espresso beans be used to make hand-brewed coffee? What is the difference between Italian mixed beans and hand-made single beans? What are the characteristics of SOE coffee beans?
- Big battle! Mixue Ice City has opened three stores in the United States?!
- Lucky launches rice milk latte! Netizen: After drinking it, I thought I bought it an ordinary latte
- Remove the perimeter! Naixue's largest flagship store in the world quietly closed!!
- Manner Co-branded Cup is a literary style?! Netizen: I almost didn't recognize it