The brand Gevalia, already available in the U.S. through mail order, will soon be even easier to get hold of.

Kraft Foods plans to starts selling Gevalia in grocery stores in August, raising its stake in the competitive coffee industry and going up against former partner Starbucks.


Gevalia is already a nearly $400 million global trend, and according to Kraft the top coffee brand in Sweden. It also has a significant following in America.

“This is the right step for us in the U.S. premium category,” said Domenic Borrelli, vice president of Kraft’s U.S. coffee business.

“Kraft Foods knows coffee—it’s in our DNA. By tapping into our global coffee pipeline, we’ll have more products and innovations to come. We intend to continue to win in the coffee category in the U.S.”

The company will sell 10 Gevalia products and add several Gevalia coffee discs in June for its Tassimo single-cup brewing system.

For more info on the brand and the coffee, see