Maxwell House coffee line lets consumers alter caffeine levels

Kraft Heinz’s Maxwell House brand has introduced a new coffee range that allows consumers to adjust the amount of caffeine per beverage.

The Max Boost line offers coffee that has three levels of caffeine: 1.25, 1.5 and 1.75 the amount of an average cup ‘without changing the taste or how you prepare it’.

The new brand, available in the US, also includes Max Indulge in three flavours: mocha, mocha and salted caramel, and mocha and s’mores.

Kraft Heinz director of marketing for coffee Luke Cole said: “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.

“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.”

The range is currently available in US retailers with a suggested retail price of $4.29 for roast, ground and soluble coffee.