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Millennials Embrace Baby Boom Icon Folgers Coffee

  • JM Smucker CEO says consumers are returning to big name brands
  • Shopper stockpiling has moderated since the outbreak started
Folgers To Stop Using Metal Cans For Packaging

Photographer: Justin Sullivan/Getty Images

Wall Street may be skeptical, but millennials are warming to Folgers.

That’s according to Mark Smucker, chief executive officer of JM Smucker Co., which owns the coffee brand that helped introduce the world to ground and instant coffee decades ago with ubiquitous TV ads that called it “the best part of waking up.” While its status in the $9 billion U.S. market for packaged coffee has eroded in recent years, Folgers is now making up some lost ground.