Kraft plans low-caffeine instant coffee

Kraft Foods is launching the first reduced-caffeine coffee, designed to appeal to consumers concerned about their caffeine intake. Kenco Balance will be launched next year.

Kraft hopes that Kenco Balance, which will sit alongside the existing Kenco range and be similarly priced, will bring consumers back to instant coffee. Industry insiders say that the instant coffee market has been hit by the popularity of coffee-shop chains such as Costa Coffee and Starbucks, and a shift towards premium ground coffees.

Kenco Balance is aimed at consumers who are concerned about the side-effects, such as headaches, of drinking too much coffee. According to Kraft, Balance will help consumers to reduce the side-effects without reducing the amount of coffee that they drink.

The insider says that Kraft plans to promote the coffee by focusing on its health benefits relative to other coffee brands. The product follows the announcement by Kraft earlier this year that it plans to address health issues in food, although that initiative is primarily focused on reducing fat and salt levels in food products and capping portion sizes.

Earlier this year, Kraft repositioned its Kenco Rappor brand as a coffee for younger consumers, and launched a campaign to focus on how instant coffee can help people to stay awake.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here