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Kraft Foods is seeking new creative ideas on its Gevalia brand of coffee and coffeemakers, amid a bid by Starbucks to end its retail distribution deal with Kraft, according to sources.
For a dozen years, Kraft has distributed Starbucks coffee at supermarkets and other retail outlets. Starbucks sought to end the deal in November, and Kraft is now challenging the move in federal court.
Such a split would raise the stakes on the marketing of Kraft’s other coffee brands, including Maxwell House, Tassimo and Gevalia.
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