Gevalia vs Starbucks
In a move that several Tassimo owners saw coming (and dreaded it), Kraft announced that they will begin distributing Gevalia coffees in supermarkets to go head-to-head with former partner Starbucks this fall.
It isn’t so much that us Tassimo folks dreaded Kraft expanding on their Gevalia offerings…I think several of us are interested to see how the new Gevalia “bold” blend T-discs, promised for this Summer, turn out. For that matter, it isn’t the fact that Kraft is bringing Gevalia to retail outlets that is concerning.
What IS concerning is that Kraft has chosen to back Gevalia as its champion in the fight to win the coffee wars, instead of trying to partner with another well-established retail brand, such as Dunkin’ Donuts, Peet’s, or other smaller regional favorites. This move to push Gevalia in to retail distribution signals that Kraft feels that the formerly mail-order-only brand can stand up to the mighty Starbucks and hold its own against them.
While I have high hopes that it can, I’ve not seen much from any of their current offerings to convince me of it. Add to that the fact that most Tassimo owners are not interested in owning a “Gevalia” machine, despite a handful of very fine European coffee varieties. We were hoping for some more variety…even for increased availability of some European offerings here in the US. More Gevalia does NOT equal more variety…it just equals more Gevalia, and I doubt if most Tassimo owners are going to be very happy about this announcement.