Starbucks warms up to average joe

Starbucks' Seattle's Best brand attempts to extend its reach into even more American cupboards with a new line of simplified coffees.

In attempt to win over a larger range of drinkers with varied tastes and buying habits, Starbucks has announced the release of a mid-tier coffee product for the uncomplicated coffee drinker through its brand Seattle's Best.

The new product, equipped with an easy rating system, will be sold in grocery stores and other retailers, and attempts to demystify the coffee buying experience for those who simply want more than a basic cup of joe, but don't care for the intense taste or complex labeling.

The line aims to bring in people who are not habitual coffee drinkers or connoisseurs. With a new packaging concept, the Level System employs a user-friendly number and color system, which is at once simplified and comprehensive.

The line starts at Level 1, which is described as "mild, light and crisp," and goes up to Level 5, which is bold, dark and intense. Distinctly different from Starbucks brand roasts, which are presented by region and tasting note (how intimidating!) and cost nearly double.

The Level System is packaged in a range of bright colors, from pale yellow to a rich purple, compared to the almost industrial packaging of its competitors-Maxwell House and Folgers roasted brews-which are contained in large plastic and aluminum tubs. 

Comparably-priced Folgers Gourmet Selections could be a direct competitor, with its multi-colored and multi-flavored coffee ranging from Caramel Drizzle to Bistro Blend. Priced at approximately $6.50 for a 12-ounce bag, it undercuts Level by about $.50. A one pound bag of Dunkin Donuts Original Blend costs roughly $8 and is a favorite of American coffee drinkers.

"In this category 'simple' is going to be the new 'bold,'" said Michelle Gass, president of Seattle's Best, in a press statement.  "

Currently, there are not plans for any international launch of the product.

News
peopleTop Gear presenter and all-round controversialist is at it again
Sport
Aaron Ramsey celebrates after opening the scoring in Arsenal's win over Hull `
sport
News
peopleActress speaks out against historic sexual assault claims, saying things have 'gone quite far now'

Arts & Entertainment
A stranger calls: Martin Freeman in ‘Fargo’
tvReview: New 10-part series brims with characters and stories

VIDEO
Life & Style
Guests enjoy food and cocktail parings by Chefs Jimmy Bannos, Jimmy Bannos Jr, Daniel Rose and Mindy Segal with mixologists Josh King and Alex Gara at Bounty & Barrel: A Jack Daniel's Single Barrel Dinner Series at Heaven on Seven on April 9, 2014 in Chicago, Illinois.
food + drinkSprinkle Palcohol 'on almost any dish' for 'an extra kick' firm says...
News
Coren Mitchell, who is the daughter of the late broadcaster Alan Coren and is married to comedian David Mitchell, produced a hand to make poker history at the 98th EPT main event.
peopleJournalist and TV presenter becomes first ever two-time winner of the European Poker Tour
Arts & Entertainment
Shaun Evans as Endeavour interviews a prisoner as he tries to get to the bottom of a police cover up
tvReview: Second series comes to close with startling tale of police corruption and child abuse
Arts & Entertainment
Schwarzenegger winning Mr. Universe 1969
arts + entsCan you guess the celebrity from these British Pathe News clips?
News
politicsLabour launches the 'completely hollow' Easter Clegg
Sport
Luis Suarez celebrates after scoring in Liverpool's 3-2 win over Norwich
sport Another hurdle is out of the way for Brendan Rodgers' side
News
Portrait of Queen Elizabeth-II by David Bailey which has been released to mark her 88th birthday
peoplePortrait released to mark monarch's 88th birthday
Arts & Entertainment
The star of the sitcom ‘Miranda’ is hugely popular with mainstream audiences
TVMiranda Hart lined up for ‘Generation Game’ revival
Life & Style
The writer, Gerda Saunders, with her mother, who also suffered with dementia before her death
healthGerda Saunders on the most formidable effect of her dementia
Arts & Entertainment
Last, but by no means least, is Tommy Cooper and the fez. This style of hat became a permanent trademark of his act.
comedyNot Like That, Like This centres on alleged domestic abuse
Arts & Entertainment
Oxegen in Ireland has been axed as promoters decide it is 'no longer viable'
arts + ents Promoters have axed the event as it is 'no longer viable in current form'
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    NGO and Community Development in Cambodia

    Unpaid: Kaya Responsible Travel: There are many small development projects in ...

    Sports coaching volunteer jobs

    Unpaid: Kaya Responsible Travel: Kaya Responsible Travel offer a variety of sp...

    Turtle Nesting and Coral Reef Conservation in Borneo

    Unpaid: Kaya Responsible Travel: Volunteer with Kaya in Borneo and work on a p...

    Elephant research project in Namibia

    Unpaid: Kaya Responsible Travel: If you have a passion for elephants and want ...

    Day In a Page

    Rubin ‘Hurricane’ Carter: The man who could have been champion of the world - and the Bob Dylan song that immortalised him

    The man who could have been champion of the world

    Rubin ‘Hurricane’ Carter and the Bob Dylan song that immortalised him
    Didn’t she do well?

    Didn’t she do well?

    Miranda Hart lined up for ‘Generation Game’ revival
    The Middle East we must confront in the future will be a Mafiastan ruled by money

    The Middle East we must confront in the future will be a Mafiastan ruled by money

    In Iraq, mafiosi already run almost the entire oil output of the south of the country
    Before they were famous

    Before they were famous

    Can you guess the celebrity from these British Pathe News clips?
    Martin Freeman’s casting in Fargo is genius

    Martin Freeman’s casting in Fargo is a stroke of genius

    Series is brimming with characters and stories all its own
    How I brokered a peace deal with Robert Mugabe: Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC

    How I brokered a peace deal with Robert Mugabe

    Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC
    Video of British Muslims dancing to Pharrell Williams's hit Happy attacked as 'sinful'

    British Muslims's Happy video attacked as 'sinful'

    The four-minute clip by Honesty Policy has had more than 300,000 hits on YouTube
    Church of England-raised Michael Williams describes the unexpected joys in learning about his family's Jewish faith

    Michael Williams: Do as I do, not as I pray

    Church of England-raised Williams describes the unexpected joys in learning about his family's Jewish faith
    A History of the First World War in 100 moments: A visit to the Front Line by the Prime Minister's wife

    A History of the First World War in 100 moments

    A visit to the Front Line by the Prime Minister's wife
    Comedian Jenny Collier: 'Sexism I experienced on stand-up circuit should be extinct'

    Jenny Collier: 'Sexism on stand-up circuit should be extinct'

    The comedian's appearance at a show on the eve of International Women's Day was cancelled because they had "too many women" on the bill
    Cannes Film Festival: Ken Loach and Mike Leigh to fight it out for the Palme d'Or

    Cannes Film Festival

    Ken Loach and Mike Leigh to fight it out for the Palme d'Or
    The concept album makes surprise top ten return with neolithic opus from Jethro Tull's Ian Anderson

    The concept album makes surprise top ten return

    Neolithic opus from Jethro Tull's Ian Anderson is unexpected success
    Lichen is the surprise new ingredient on fine-dining menus, thanks to our love of Scandinavian and Indian cuisines

    Lichen is surprise new ingredient on fine-dining menus

    Emily Jupp discovers how it can give a unique, smoky flavour to our cooking
    10 best baking books

    10 best baking books

    Planning a spot of baking this bank holiday weekend? From old favourites to new releases, here’s ten cookbooks for you
    Jury still out on Manchester City boss Manuel Pellegrini

    Jury still out on Pellegrini

    Draw with Sunderland raises questions over Manchester City manager's ability to motivate and unify his players