Site Extends the Brand's ’Home is Where it Happens’ Campaign with Easy-to-Use, Self-Service Tools

TARRYTOWN, NY (August 25, 2009) - Gevalia Kaffe, the legendary brand known for providing a unique coffee experience, has launched an exciting new website. Guests to the ‘Kaffe’ will find special features that make it easy for them to select the perfect premium coffee to suit their special tastes and to determine just the right quantity for convenient home delivery.

Since 1853, Gevalia has been brewing world-renowned coffee. And for more than 20 years, America's true coffee enthusiasts have been calling our Service Center to arrange for home delivery and selecting from among more than 40 varieties. These include exquisite roasts and blends, high-end varietals, and ultra premium coffees, as well as delicious and delicate teas – all produced exclusively for Gevalia. Now, thanks to new self-serve features, visitors to the Gevalia Kaffe can schedule and customize their orders at their leisure and with perfect detail at www.Gevalia.com.

“Over the past year, we’ve been carefully listening to our long-time customers,” says Dana Vogel, Gevalia Brand Manager. “We’ve learned not only why the overwhelming majority of those who try Gevalia coffee are eminently satisfied but also what makes the Gevalia coffee experience unique.” Here’s what some of those customers have told us:

• We love Gevalia coffee, but want a more flexible way to enjoy it
• We want affordable luxury, including high-quality coffeemakers and other accessories to compliment the home coffee experience
• We want coffee delivery services that are easy to understand and customize

The new Gevalia website is the first and most visible element of a major new brand focus, called "Home is Where it Happens." Print and online advertising will round out a marketing campaign that supports the premise that, with Gevalia, home is the ideal place to enjoy a delicious but sensible delight. Further, it reminds consumers that gathering with family and friends at home over a cup of coffee is when some of life’s most memorable moments occur.

"Our new campaign focuses on making Gevalia customers feel valued and rewarded. The new website captures this along with future activities, like free samples, a rewards program, advance notice of new product introductions and valuable discounts. It’s all about thanking our customers for their longtime loyalty," says Ms. Vogel. The company also will be opening new customer service channels on Facebook and Twitter, where Gevalia will engage in playful conversations about all of the ways in which "Home is Where it Happens."

Contact:
Bridget MacConnell
914/425-6979
bmacconnell@kraft.com

About Gevalia
It's the idea that you're entitled to premium coffee and tea delivered right to your door on the schedule you choose. It's an idea that stretches all the way back to Victor Theodor Engwall, who started his trading company in the seaside town of Gävle, Sweden in 1853. Victor imported coffees he felt were among the world's finest. People agreed with him – his business took off, and Victor became the Royal Court of Sweden's official coffee purveyor. In 1971, the company was sold to Kraft Foods' predecessor company, General Foods. These days, we're still finding ways to keep coffee lovers satisfied – cup after perfect cup. That means seeking out, blending, and roasting some of the finest coffees available anywhere. We still handcraft Gevalia coffee in Gävle, Sweden. And yes, the Royal Court of Sweden still drinks Gevalia.

And since our promise is "coffee your way," our customers can always expect:

• Variety – over 40 premium coffees and teas 
• Automatic delivery – direct to your home on a schedule you choose
• 100% satisfaction guarantee – on all our coffees and teas 
• Customer service – call us at 1-800 GEVALIA (1-800-438-2542)