Seattle’s Best Coffee

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Seattle’s Best Coffee, part of Starbucks Corporation, today announced a radically simplified packaged coffee line designed to change the conventions of the coffee category. The Seattle’s Best Coffee “Level” System delivers great tasting, premium coffee with an expanded blend offering in conjunction with an innovative and bold new packaging concept. The Level System’s unique array of numbers and vivid colors tell consumers exactly what they want to know: which type of coffee fits their taste profile. Seattle’s Best Coffee is the first brand in the coffee category to offer this unique approach, which will begin hitting grocery and retail store shelves in December 2010.

With the new Level System, consumers will be able to easily find and choose from a selection of Seattle’s Best Coffee blends that span the entire range of coffee enjoyment, from a mild, light, crisp Level 1 to a bold, dark and intense Level 5. Each Level represents a finely tuned recipe crafted from decades of roasting experience, blended from beans carefully chosen for their nuances and characteristics, and carrying the hallmark taste of Seattle’s Best Coffee: velvety, round and smooth.

In addition to Levels 1 through 5, consumers can choose from a decaffeinated blend, an Organic Fair Trade CertifiedTM blend and flavored coffees Cinnamon (“C”) and Hazelnut (“H”). The new Level System lineup is currently replacing the existing Seattle’s Best Coffee products on shelves.

‘Ultimately, people select coffee based on taste and that can be hard to determine in today’s coffee aisle,’ said Andrew Linnemann, director, Green Coffee Quality, Starbucks Corporation. ‘Seattle’s Best Coffee is known for its smooth taste profile. Each Level has been sourced, blended and roasted with care and precision to meet consumers’ desire to simply enjoy a great tasting cup of coffee.’


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