Coffee Aisle Revamp Lifts Sales

Kraft Foods here is involved in a coffee aisle reinvention designed to build sales not only of Kraft's brands, but the entire category. The concept, which was tested at multiple stores this year, involves creating a hot beverage experience by remerchandising about 24 feet of the coffee aisle in order to position Kraft's Tassimo single-cup brewing systems directly beneath the Starbucks

NORTHFIELD, Ill. — Kraft Foods here is involved in a “coffee aisle reinvention” designed to build sales not only of Kraft's brands, but the entire category.

The concept, which was tested at multiple stores this year, involves creating a hot beverage experience by remerchandising about 24 feet of the coffee aisle in order to position Kraft's Tassimo single-cup brewing systems directly beneath the Starbucks single-cup capsules that are designed to be brewed in it. Other brands of

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