Press Release

Printer Friendly Version View printer-friendly version
<< Back
MAX by Maxwell House, A New Line of Coffee from Maxwell House Lets You Customize Your Coffee Drinking Experience

New MAX by Maxwell House offers new options, from varying amounts of caffeine to indulgent blends of coffee and cocoa.

PITTSBURGH & CHICAGO--(BUSINESS WIRE)--Jun. 27, 2017-- Maxwell House is launching MAX by Maxwell House, a new brand of coffee featuring MAX Boost, a first-of-its-kind product that lets you customize your daily cup of coffee with just the right amount of caffeine to help fuel your passions. The new brand also includes MAX Indulge, a line of delicious coffee and cocoa blends that lets you reward yourself after a hard day’s work.

MAX Boost is an expertly roasted coffee that offers varying levels of caffeine – 1.25x, 1.5x and 1.75x the caffeine of an average cup of Arabica coffee – without changing the taste or how you prepare it. That means that you won’t need to add an extra scoop of grounds to get the extra kick you need. Coffee drinkers seeking a more decadent flavor experience can enjoy MAX Indulge’s three delicious flavors: Mocha, Mocha & Salted Caramel and Mocha & S’mores.

“Younger consumers love the taste of coffee, but are looking to other beverage categories for functional benefits to address their different needs throughout the day,” said Luke Cole, Director of Marketing, Coffee, The Kraft Heinz Company. “MAX by Maxwell House meets the needs of consumers who lead busy lifestyles – whether that’s a cup of MAX Boost to help you get through the afternoon, or a delicious tasting MAX Indulge to end your day.”

MAX by Maxwell House is available now at grocers and mass merchandise retailers nationwide at a suggested retail price of $4.29 for roast, ground and soluble coffee, and $7.99 for Keurig® K Cup®. More information on MAX by Maxwell House can be found at and on social media ( and @MAXbyMH on Twitter and Instagram).

About The Kraft Heinz Company

The Kraft Heinz Company (NASDAQ:KHC) is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft, Heinz, ABC, Capri SunClassicoJell-OKool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, PlasmonQuero, Weight Watchers Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit

Source: The Kraft Heinz Company

Lynne Galia, 847-646-4396
Olson Engage
Jenny Ermer, 312-377-4138