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Gevalia is the largest coffee roastery in Scandinavia. It is located in Gävle (Gevalia in Latin).

Gevalia was introduced in 1920 in Sweden by Victor Th. Engwall & Co. After 120 years as a family company it was sold in 1971 to Kraft Foods.

Gevalia began North American sales, via mail-order delivery service, in the 1980s. Gevalia is perhaps most well known for their introductory offer of the incentive of a free coffeemaker and other coffee related incentives of relatively higher value brand name coffeemakers for the cost of shipping for trying their flavored coffees. These offers were seen in magazine advertisements, direct mailings, and television commercials until their intense internet presence of online advertisements in banner and email form. Some of these Gevalia.com advertisements were the basis of the 2005 Hypertouch based lawsuit.

A mainstream supermarket brand in Europe, Gevalia is marketed in the United States as an expensive, ultra-premium brand.

News

In 2005, Kraft was sued by Hypertouch, an ISP, for spamming its Gevalia coffee brand. Kraft was accused of sending multiple waves of junk advertisement to the ISP's customers, the action brought under the CAN-SPAM Act of 2003 act. The suit has not yet been concluded.

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• Gevalia

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