Business: Coffee Breaks

Coffee with cream and sugar—and chicory, wheat, molasses, bran and caramel?

With the cost of brown gold hovering above $4 per Ib. and sales beginning to fall off, producers are hustling a variety of substitutes, additives and extenders to take the sting out of coffee prices. General Foods, the biggest U.S. coffee roaster (Maxwell House, Yuban, Sanka) is test marketing a new brand, called Mellow Roast, that is a combination of coffee and other ingredients —46% wheat, bran and molasses in the instant. Mellow Roast ads not only stress low price (about $2.90 for...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!