Folgers Launches Functional Instant Coffee Line with Health Benefits

JM Smucker, the company behind the well-known Folgers brand, announced the launch of its new functional instant coffee line during the Barclays 19th Annual Global Consumer Conference. Set to debut in November, the lineup includes four varieties: Folgers Protein, Folgers Focus, Folgers Boost, and Folgers Prebiotic. Each offers distinct health benefits designed to cater to consumer demand for enhanced coffee products.

Mark Smucker, JM Smucker's President, CEO and Chair, explained that functional coffee represents the fastest-growing sector within the coffee category. The new products aim to make these beneficial offerings more accessible to everyday consumers through clearly stated benefits.

The Folgers Protein variety is described as a medium roast coffee that provides 10 grams of whey protein and 80 calories per serving. The Folgers Focus blend, targeting mental clarity, includes ingredients such as L-theanine and Lion’s Mane, with 15 calories per serving. Folgers Boost is enriched with Vitamin B for added energy, while Folgers Prebiotic serves as a dark roast with 3 grams of fiber, addressing digestive health.

This product line expansion is part of JM Smucker’s broader strategy to attract younger buyers who are seeking more than just a simple caffeine boost. Smucker highlighted a revamped media strategy targeting this demographic, including a national campaign that reimagines the brand’s iconic jingle.

Folgers remains the top brand for JM Smucker in terms of total volume, and the company views this initiative as a significant step toward strengthening its portfolio by aligning with consumer trends and facilitating innovation and growth within the functional beverages market.