Steve Kaye New Products Inc
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Case Histories

Steve Kaye Case History Maxwell HouseMaxwell House Lite


The Maxwell House Company hired us to create new products and line extensions to the flagship Maxwell House brand.

Key Insights/Recommendation/History:

We discovered a key insightthat many consumers drink full caffeine coffee in the morning, as a wake-up but mix with decaf later on in the day.

We recommended that they make a half caffeine coffee, which was easy since it only required mechanically mixing regular and decaf coffee.

This product pioneered a new category and is a strong part of the Maxwell House line, today.