Kraft Foods Inc. is pushing ahead with a campaign to remake its iconic Maxwell House brand by reformulating the coffee, changing the packaging and embarking on a new advertising campaign.
The changes affect one of the key brands that Kraft manages at its beverage unit in Tarrytown.

The advertising campaign, under the theme, “It’s A New Morning. Brew Some Good,� includes national television spots and print advertisements, product sampling at major retailers and online promotions at www.brewsomegood.com.

The ad campaign “furthers Kraft’s commitment to contemporize even our most iconic brands for a new generation of consumers,� said Lorraine Hansen, senior vice president and general manager of coffee at Kraft. “This is by far our best coffee ever. For years, Maxwell House has been an important part of America’s homes and communities.�

Kraft’s attempt to remake Maxwell House comes several months after the billionaire investor Nelson Peltz of Mount Kisco advocated that Kraft pump up a lackluster stock price by selling the Maxwell House and Post cereal business to focus on stronger brands. On Nov. 15, Kraft announced the $2.6 billion sale of Post to Ralcorp Holdings Inc., a major player in the market for private-label cereals and baked goods. Kraft managed Post from Tarrytown as recently as 2004 but the brand has since been moved to the company’s snacks and cereals unit in East Hanover, N.J.

In a key change at Maxwell House, Kraft said it will now offer a range of coffees made completely from Arabica beans that “are known for their superior quality, rich aroma and distinctive taste.�

The reformulated coffee is scheduled to be available in stores nationally this fall. The largest sizes also will include revamped packaging with a flavor-lock lid and a handle that is easier to use.

Kraft employs about 600 workers in Tarrytown. Most work in research and development and the beverage unit that also oversee such brands as Maxwell House, Country Time, Kool-Aid and Crystal Light.

In the promotion this weekend, two Maxwell House coffee kiosks will offer samples of hot coffee in the Palisades Center this morning and Sunday morning until about noon. The kiosks will be in front of The Cheesecake Factory and Lord & Taylor on the first floor of the mall.