Dongsuh Foods' Maxim Mocha Gold Zero Sugar Coffee Mix / Courtesy of Dongsuh Foods
Dongsuh Foods would not have been the same if it were not for Maxim Mocha Gold. First introduced in Korea in 1989, the brand has consistently dominated the country’s instant coffee market while expanding its domain globally. Last year alone, the brand sold 5.3 billion coffee mix sticks — the equivalent of 170 sticks every second.
The brand’s popularity here dates back to 1976.
Using its existing expertise in instant coffee processing, Dongsuh introduced Maxwell House Coffee Mix. Enhanced with creamer and sugar to mitigate any bitter taste, the pouch-type packets hit the jackpot, drawing new customers who had never before tasted coffee.
Thirteen years later, the domestic market for instant coffee had become incredibly competitive, prompting Dongsuh to roll out Maxim Mocha Gold.
The company invested in research to determine the correct level of intensity in coffee bean roasting and improving the coffee extraction process. It also changed from the earlier pouch-type packaging to the current stick-type, allowing consumers more control over the amount of sugar in their coffee.
Maxwell House Coffee Mix from 1976 / Courtesy of Dongsuh Foods
Fast forward to the present and the company is still taking measures to keep the brand’s name famous.
Maxim Restage is a procedural step allowing the company’s staff to take a fresh look at Maxim’s entire instant coffee lineup and suggest points to improve. This regular re-evaluation process has meant continual improvements to the aroma, flavor and package design of their products.
Aroma recovery technology and refined aroma processing were born from a roundtable discussion among employees. Catering to the recent zero-sugar trend, Maxim has its own version containing sugar substitutes and fewer calories.
Source: Korea Times News
