News

Seattle's Best 'Level System' proves success

August 9, 2011

Less than one year after launch, Starbucks-owned Seattle's Best Coffee reports that its radically simplified 'Level System' packaged coffee line is making a significant impact on the coffee aisle – proven by double-digit sales growth.

Seattle's Best Coffee launched the Level System in January with a stated mission of bringing simplicity to premium coffee – the Level System uses numbers and bold colors to show the roast of each blend – and to expand the Seattle's Best Coffee offering to include lighter blends that appeal to mainstream coffee consumers.

"As we enter the heaviest coffee-buying season of the year, we are expecting to see continued enthusiasm from consumers for our Level System," said Jeff Hansberry, president, Seattle's Best Coffee. "When we introduced Levels, our goal was to fill a gap in the packaged coffee aisle with an approachable premium coffee. Initial research indicates that our strategy is resonating with consumers – approximately 30 percent of all Levels purchasers are new to the Seattle's Best Coffee brand."

Early research shows that the new Level System is winning over a new, younger consumer. Additionally, the lighter blends that Seattle's Best Coffee created to meet the tastes of consumers who are new to premium coffee, Levels 1 and 2, are proving their appeal – sales of Levels 1 and 2 account for 16 percent of all Levels sales.

The grocery industry is taking note of this coffee aisle game changer. Progressive Grocer, a leading grocery industry publication, named the Level System one of the best new products of the year in its August 2011 issue. As an Editors' Pick, the Level System was recognized as one of the best new consumer products that deliver on innovation, taste/functionality and value.