MAXWELL HOUSE COFFEE UPDATES A TRADITION

New Maxwell House Haggadah Now Available Across the U.S.

Mar 22, 2011, 12:00 ET from Maxwell House

TARRYTOWN, N.Y., March 22, 2011 /PRNewswire/ -- For the better part of a century, the Maxwell House Haggadah has helped Jewish American families observe their Passover Seder, a sacred holiday meal.

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This year Maxwell House is introducing a fresh, new edition of its Haggadah.  The overall look and feel and the interior layout have been updated and given a facelift. No longer are the English and Hebrew texts on opposing columns of the same page, but now are on opposite pages, allowing for easier and clearer reading in both languages.

Also, for the first time since this Haggadah's inception in the early 1930s, the English translation has been revised. The resulting text is more contemporary in language and syntax. All changes were undertaken with the advice and guidance of Jewish scholars.

More than 1,000,000 copies of the revised Haggadah have been printed and it continues to be the most widely used Haggadah in the world. In many American Jewish homes, the Maxwell House Haggadah has become a staple part of the holiday.

"Consumers have been inviting Maxwell House to their Seder tables for nearly 80 years," said Becky McAninch, Senior Brand Manager, Maxwell House coffee. "As a brand, it's a relationship we cherish.  It's our hope this new Haggadah will become as much an integral part of the holiday as the previous editions have been."

The Maxwell House Haggadah has always been produced by Joseph Jacobs Advertising, experts in the Jewish market. The team at Joseph Jacobs worked on every aspect of the book, from creative design through the revised translation, always being sure to maintain the integrity and authenticity of the Seder service and rituals.

Elie Rosenfeld, CEO of Joseph Jacobs, said, "Being part of, and now revising, an American icon is one of most gratifying projects we work on. We understood the special place Maxwell House Haggadah has at Passover tables and kept that in mind throughout the yearlong process."

The new Maxwell House Haggadah is now available at select supermarkets throughout the U.S. and, as always, is free with the purchase of any Maxwell House coffee product.

About Kraft Foods

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America.  Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.  For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

- make today delicious -

SOURCE Maxwell House



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