rutters introduces 24ounce coffee

Company discontinues low-selling 12-ounce cup.

Rutter’s Farm Stores is introducing its biggest coffee yet, a 24-ounce cup that from July 30 to Aug. 26 comes with an introductory price of 99 cents. Rutter’s also will continue to offer 16- and 20-ounce cups but is dropping its 12-ounce cup.

“The 12-ounce cup was by far our slowest-selling cup,” said Brian Matlock, vice president of food service. “We expect the new 24-ounce cup to surpass the 20-ounce cup to become our top seller. Customers want a great cup of coffee, and they want more of it.”

After the introductory offer, the 24-ounce cup will sell for $1.39. The 16-ounce cup is $1.19, and the 20-ounce cup is $1.29.

The new cup is another step in the evolution of Rutter’s coffee program. Last fall, the company augmented its Classic and Decaffeinated coffees with the introduction of four new specialty flavors: Premium House, Dark Roast, Vanilla Hazelnut, and High Voltage (50% more caffeine).

Rutter’s also offers specialty coffee condiments, including Italian flavored syrups; Ghirardelli chocolate, white chocolate and caramel sauces; chocolate, vanilla, cinnamon and nutmeg powders; and whipped cream. Rutter’s added new cappuccino and hot chocolate flavors, as well.

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