<P> In 1969 General Foods in the UK launched granulated coffee, using a pantomime stage format in the London Hilton for a show called "Once Upon a Coffee Time ." In this story, the weak "Prince of Powdah" and his mentor "Reschem" travel the world in search of blends . Meeting and falling in love with "Princess Purity," and fighting the dragon "Old Hat," the young man emerges as "Prince Granulo," heir to the Kingdom of Maxwell . This show was written by Michael Ingrams, produced by the Mitchell Monkhouse Agency, and designed by Malcolm Lewis and Chris Miles of Media . </P> <P> In 1976 the product was joined by "Maxwell House A.D.C." coffee, the name reflecting its intended use in automatic drip coffee makers such as Mr. Coffee, which were in the process of pushing aside traditional coffee - preparation methods . In 1972, the company had introduced "Max - Pax" ground coffee filter rings, aimed at the then still - strong market for drip coffee preparation . Although this method, too, has been eclipsed, the Max - Pax concept was subsequently adapted as Maxwell House Filter Packs, first so called in 1989, for use in automatic coffee makers . By the 1990s, the company had quietly discontinued formulations for specific preparation methods . </P> <P> The brand is now marketed in ground and measured forms, as well as in whole - bean, flavored, and varietal blends . A higher - yield ground coffee, "Maxwell House Master Blend," was introduced in 1981 and "Rich French Roast," "Colombian Supreme," described as being 100% Colombian coffee, and "1892," which was called a "slow - roasted" formulation, in 1989 . In 1992, the company added cappuccino products to its line with Cappio Iced Cappuccino in that year and Maxwell House Cappuccino in 1993 . In recent years, the names of these products have been modified by the company to present a more "uniform" Maxwell House brand image . </P> <P> Although General Foods had been marketing decaffeinated coffee under various brand names such as "Sanka" since 1927, and "Brim" and "Maxim", the latter a freeze - dried instant coffee, since the 1950s, it refrained from actually selling Maxwell House - labeled decaffeinated coffee products until 1983, when it introduced ground "Maxwell House Decaffeinated" into East Coast markets . (At the same time, a decaffeinated version of its long - established, lighter - tasting "Yuban" brand was introduced on the West Coast .) "Maxwell House Instant Decaffeinated Coffee" finally came to store shelves in 1985 . A further modification of the decaf theme, "Maxwell House Lite", a "reduced - caffeine" blend, was introduced nationally in 1992 and its instant form the following year . </P>

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