Kraft Foods’ Gevalia Kaffe this week marks its first dedicated foray into the U.S. Hispanic market with a direct mail test aimed to get that ethnic audience into buying coffee by mail.

“The company is targeting the partially acculturated and unacculturated segments of the U.S. Hispanic market. The offer: buy two half-pound boxes of Gevalia coffee for $10 and get a $99 retail value stainless steel coffee maker for free.

“We obviously feel this is an opportunity since this is a large segment of the population that’s growing,” said Jennifer Versacci, senior associate brand manager at Gevalia, Tarrytown, NY. “We do know that a fair percentage of our current consumers are Hispanic, so that is a fair indicator of the interest.”"

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