Craft Coffee The Focus For New Melitta Electrics

The Melitta brand is back in the world of kitchen electrics with a new electrics assortment that will be offered at the International Home + Housewares Show.

Wabi Logic, a Chinese-based product developer and manufacturer, has licensed the Melitta brand for small electrics.

Company officials said the new line of Melitta coffeemakers would focus on grind-and-brew as part of an effort to provide consumers a product that makes a high-quality cup of coffee. In addition, the selection of kettles is tied to the continued growth of pour-over coffee, and will feature units with high-end designs, according to the company.

The first line of some 14 Melitta kitchen electrics carry pricepoints ranging from $79 to $199 with the additional 20 products to be seen the Home + Housewares Show also in that price range.

“Our strategy with Melitta is to offer retailers and consumers a line of premium products under a brand that is well known in the coffee world,” said Michael Miller, vp/sales and marketing, Melitta. “The brand is very familiar to coffee drinkers and we feel the timing is right with the ongoing popularity of craft coffee.”