Brand Extension
A Call for Quality Craft Coffee with New Melitta Line

Over a century ago, a housewife from Dresden, Germany named Melitta Bentz transformed the way we enjoy coffee by inventing the drip brew paper coffee filter. Fast forward one hundred years and her family business, Melitta, is now a leading innovative company, offering a range of products including not just coffee and filters but also coffee machines and accessories.

Today the Melitta brand is back with a fresh addition to their line of kitchen electrics with a new assortment of products that debuted at this year’s Home + Housewares Show.  Wabi Logic, the product developer and manufacturer who has licensed the Melitta brand for small electrics, says the new line of Melitta coffeemakers will focus on grind-and-brew as part of an effort to provide consumers with a product that makes a high-quality cup of joe. In addition, the selection of kettles meets the growing demand for pour-over coffe, and will feature units with high-end designs.

“Our strategy with Melitta is to offer retailers and consumers a line of premium products under a brand that is well known in the coffee world,” said Michael Miller, the Vice President of sales and marketing for Melitta. “The brand is very familiar to coffee drinkers and we feel the timing is right with the ongoing popularity of craft coffee.”

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