Gevalia Kaffe
Wholly owned subsidiary
Industry Coffee and tea
Founded In 1853 in Gävle, Sweden
Founder Victor Theodore Engwall
Headquarters Chicago, IL
Key people
Dana Vogel, Brand Manager
Products Coffee, Coffee makers, and Boxed tea
Services Coffee
Parent Kraft Foods Group

Gevalia (Swedish pronunciation: [jəˈvɑːlɪa]; US /əˈvɑːliə/; UK /ɡəˈvɑːliə/) is the largest coffee roastery in Scandinavia. In North America, the company sells coffee directly to consumers via home delivery. Gevalia discontinued sales of tea in 2015. Customers order from a customer service center and a website that was relaunched in August 2009. A wholly owned subsidiary of Kraft Foods Group, Gevalia produces more than 40 different varieties of coffee and tea.

Gevalia history

Located in Gävle, Sweden (Gevalia in Latin), Gevalia was introduced in 1853 in Sweden by the trading company Victor Theodore Engwall & Co KB. Jacob Engwall was CEO from 1963 to 1972. After 120 years as a family company, it was sold in 1971 to Mondelēz International predecessor company, General Foods. Most Gevalia coffee is sold in Sweden, Denmark and in the Baltic area, but some is exported to America. Gevalia owes a large part of its current success in Northern Europe to a well-known and long-running marketing campaign with the theme of "unexpected visitors", starting in the early 1990s. The campaign featured in addition to print ads and movie commercials also installations in public places in Sweden featuring submarines and airplanes.[1]

Gevalia began North American sales, via mail-order delivery service, in 1983. Gevalia is perhaps most well known for its introductory offer of a free coffeemaker and other coffee-related incentives. These offers were seen in magazine advertisements, direct mailings, and television commercials, but were later overtaken by online advertising. Some of these advertisements were the basis of the 2005 Hypertouch based lawsuit.

A mainstream supermarket brand in Northern Europe, Gevalia is marketed in the United States as a premium brand. Gevalia holds the royal warrant of appointment for coffee roasters from the King of Sweden. Gevalia also maintains an Office Coffee Service, offering mail-order coffee by the case, as well as coffee singles.

Gevalia is also sold for the Tassimo and K-Cup systems in the United States.

Coffees and teas

As of February 2007, Gevalia offered more than 40 different coffees and teas, according to The majority of these coffees are Arabica blends, using beans from Kenya, Guatemala, Colombia, and Costa Rica. Gevalia Kaffe is composed of up to six different varieties of these Arabica beans, as well as Brazilian beans.

2009 relaunch

In 2009, Gevalia relaunched its US brand with a new website and marketing campaign.


In 2005, Kraft was sued by Hypertouch, an ISP, for spamming its Gevalia coffee brand. Kraft was accused of sending multiple waves of junk advertisement to the ISP's customers, the action brought under the CAN-SPAM Act of 2003 act.[2] The parties resolved their dispute by mutual agreement and the litigation has been dismissed.

On 9 February 2012, the T discs used in Gevalia, Maxwell House and Nabob brand espresso were recalled from the market following the potential of second degree burn hazard. [3]


  1. "Oväntat besök". Retrieved 19 April 2016.
  2. Sullivan, Bob (April 22, 2005). "Kraft sued over alleged Gevalia spam".
  3. "Tassimo Espresso T Discs Recalled by Kraft Foods Due to Burn Hazard". U.S. Consumer Product Safety Commission. February 9, 2012. Archived from the original on February 10, 2012.

External links

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