For years, Gevalia Coffee has only been sold in the US via mail order. Old farts like me will probably remember their magazine ads back in the pre-internet days, but Gevalia also used direct mail and television ads before shifting gears to sell online.
And now, Gevalia (which has been a wholly-owned subsidiary of Kraft since the early 70's) can be found in your local supermarket.
This is new turf for Gevalia, and they're working hard to get the word out. Earlier this week, Kraft sent us a sample of Gevalia for review - a 12-ounce bag of Traditional Roast. We couldn't wait to try it out, because Maryanne and I are both big coffee drinkers, and we enjoy it every step of the way - from the sound and smell of opening a new package, to the fragrant anticipation of the percolator bubbling in the kitchen, to the rich coffee flavor and aroma of a freshly-poured steaming mug of ambrosial joe. And although we've had a wide variety of different brews from ordinary to exotic, neither of us had ever tried Gevalia before.
We were not disappointed.
The very first whiff when we opened the bag hinted at the caffeinated joys to follow. The aroma was smooth and nutty, with hints of earthiness and chocolate. We loaded our favorite coffee maker - a vintage 12-cup Universal percolator dating from the mid-1950's - and fired it up. Delicious javaliness tickled our noses as the percolator sang it's brewsong, and when the percolator's red pilot light came on (indicating the coffee was ready!) we poured it forth.
Gevalia totally delivers on it's promise of smooth, rich, perfect coffee. The flavor was completely coffee, without any harsh acidity or unpleasant, excessive bitterness. Maryanne and I were impressed, and we're actually looking forward to picking up another bag at the grocery store.