Café HAG

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Pre-World War I American newspaper ad for Kaffee HAG.

Café HAG is a worldwide brand of decaffeinated coffee owned by U.S. multinational Kraft Foods.[1]

History[edit]

The brand originated in Bremen in Germany in 1906 and took its name from the company title Kaffee Handels-Aktien-Gesellschaft, or Kaffee HAG for short.

The company was set up by Ludwig Roselius, co-developer of the first commercial decaffeination process. Alfred Runge and Eduard Scotland designed iconic posters[2] and packaging for the HAG Kaffee company. They are credited with designs that defined the company.[3]

In the 1920s and 1930s Kaffee HAG was known for the publication of the Coffee Hag albums of heraldic emblems.

The coffee brand Sanka was later spun off from Kaffee HAG in 1910[4] for the French market ("Sanka" is a contraction of the French words "sans caféine") and U.S. rights to the Sanka name were sold in 1913.

The Kellogg Company purchased Roselius's American branch (based in Cleveland, Ohio) in 1928,[5] then sold it to General Foods in 1939.[6] General Foods acquired the original German company in 1979. The spelling of Café HAG was standardized in the 1990s. Both Café HAG and Sanka are now owned by Kraft Foods, which merged with General Foods in 1990.

References[edit]

  1. ^ Kraft:UK Coffee Brands
  2. ^ Kaffee Hag, invaluable.com, retrieved 9 February 2014
  3. ^ {{cite web | Hag Several manufacturers are detected, signed with ES | author = Several manufacturers are detected, signed with ES (Edouard Scotland) (manufacturer), Kaffee Hag AG (advertiser company) & it | accessdate = 2014-02-09 | publisher = Europeana} }
  4. ^ Sanka. Oxford English Dictionary Second Edition, Oxford University Press, 1989. Accessed 5 August 2008.
  5. ^ "Kellogg Acquires Kaffee Hag Firm". The Evening Independent (St. Petersburg, Fla.). Feb 4, 1928. p. 3A. 
  6. ^ Pendergrast, Mark (2010), Uncommon Grounds: The History of Coffee and How It Transformed Our World (revised ed.), Basic Books, p. 187, ISBN 9780465024049 

External links[edit]