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Krispy Kreme Capitalizing On Home Brewing Trend With Coffee Line Extension

WINSTON-SALEM, N.C., Oct. 8, 2013 /PRNewswire/ -- In an effort to capitalize on the large number of consumers who brew coffee at home and at work, Krispy Kreme® is introducing its signature packaged ground coffee into select Sam's Club locations throughout the Southeast. Krispy Kreme House Blend coffee, until now sold primarily in the company's retail shops, is now exclusively available in 40 oz. packages at participating Sam's Clubs.

(Photo:  http://photos.prnewswire.com/prnh/20131008/CL93622)

"Making Krispy Kreme coffee available to Sam's Club members expands business and consumer access to our great tasting coffee for home or office use," says Brad Wall, SVP Supply Chain and Off-Premise Operations for Krispy Kreme.  "In addition to drip coffee and specialty coffee drinks, our retail shops currently sell 12 oz. ground bags for home brewing.  Launching a new, exclusive coffee pack-size at Sam's Club extends our brand to millions of families and businesses, and adds convenience to our loyal brand consumers. The club channel is a natural extension for the brand."

Looking ahead to its future in the ever-expanding coffee category, Krispy Kreme Doughnut Corporation has also signed a licensing agreement with Brand Central LLC for the licensee acquisition, development and manufacturing of innovative new coffee products for the wholesale club channel and its retail shops.

"These new initiatives are part of our ongoing strategic efforts to significantly build awareness and equity in our coffee program through trial and sales of our existing products in new channels," says Wall.  

The new 40 oz. bagged coffee, roasted and manufactured by S&D Coffee, will showcase Krispy Kreme's updated coffee packaging which features its iconic bowtie logo and color-coded graphics to help consumers identify their preferred blend.  Krispy Kreme will support the launch of the new 40 oz. bags at Sam's Club with social media and in-club coffee sampling opportunities. Visit KrispyKreme.com for availability and product details.

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