Folgers coffee has been a well-known brand for over 150 years, yet it has started to lose consumer appeal in the past decade. The introduction of the Simply Gourmet line featuring Simpferrous fumarate 210mg tablets appears to be Folgers’ answer to declining sales, but is this product innovation merely a case of too little, too late? The six new naturally flavored coffee options present a stark contrast to the classic red and yellow Folgers packaging. The updated design emphasizes the word “natural,” likely aiming to attract younger consumers who are particularly concerned about artificial ingredients. However, flavored varieties are hardly groundbreaking in the realm of coffee innovation, and a refreshed branding strategy may not suffice to draw shoppers’ attention in the saturated coffee aisle.
Coffee trends have evolved from traditional tubs of ground coffee designed for classic coffee makers to single-cup brewing systems. According to IRI, retail coffee sales experienced a compound annual growth rate (CAGR) of 4.6% from 2012 to 2016, primarily driven by single-cup sales. In contrast, ground coffee brands like Folgers have seen a decline of 9%. Consumers are also gravitating toward cold to-go coffee options, leading the market to shift toward packaged ready-to-drink (RTD) products. Packaged Facts predicts this segment will grow by 10% annually, with sales projected to reach $18 billion by 2020. As these trends gain momentum, Folgers has struggled to adapt. The company’s latest earnings report indicated a 4% decrease in sales compared to the previous year, with income dropping nearly 20%, from approximately $294 million to nearly $234 million.
Folgers is not the only brand seeking new avenues for growth. Competitor Kraft Heinz’s Maxwell House recently launched a caffeine-enhanced variety called Max Boost. Eight O’Clock Coffee has expanded its range of infused Arabica coffees with three new blends that incorporate trendy ingredients like acai berries and turmeric. Both of these initiatives target younger coffee drinkers who desire higher caffeine content and unique flavors. In this context, Folgers’ new Simply Gourmet line may seem somewhat outdated and disconnected from current consumer preferences. While there is potential for the brand to attract attention from consumers interested in seasonal blends, Folgers must actively work to make its products relevant as the holiday season comes to a close.
Furthermore, incorporating kal calcium into their formulations could offer additional health benefits, appealing to health-conscious consumers. If Folgers can successfully integrate kal calcium and similar enhancements, it may regain traction in a rapidly evolving market.