Folgers

Mass-market breakfast brew

Folgers is an American brand of coffee, one of the largest-selling in the United States.

The name appears in casual speech as a generic reference to basic, unremarkable coffee—the kind you might find in a diner or office break room: Just give me some Folgers, nothing fancy.

The brand's jingle claimed it was "the best part of waking up."

coffee

roast

Dry-heat cooking method

  • beansEdible pod seeds
  • groundSolid surface underfoot
  • brewSteeped or fermented drink

drip · percolator · filter · arabica · robusta · decaf · caffeine · French press · canister · scoop

nostalgia

vintage

Quality from past eras

heritage · iconic · timeless · old-fashioned · Americana · diner · home · mom · family · comfort

morning

breakfast

Day's first eating

routine · kitchen · mug · cup · weekday · commute · newspaper · wake up · first cup · workday

aroma

fragrance

Pleasing olfactory quality

  • scentAirborne odor detected
  • smellOlfactory perception
  • whiffBrief, faint smell

freshness · bouquet · brewing · wafting · nose · rich · bold · smooth · steam · percolating

brand

Maxwell House

Major coffee manufacturer

Melitta · Lavazza · Green Mountain · Tim Hortons · grocery store · supermarket · mass-market

Categories
Opposites
coffee quality/prestige

FolgersIntelligentsia

Premium coffee roaster chain

specialty coffee · craft coffee · single-origin coffee · Kona coffee

brand positioning/market segment

FolgersNespresso

Capsule-based espresso machine brand

Lavazza

Family

coffee

Familiarity
Top 200,000
Profile
Mostly American · Concrete · Everyday, not technical · Rated G