Organic decaf coffee: Everything you need to know, Tylers No Acid Organic Decaf Ground Coffee, Organic Coffee Co. Decaf Hurricane Espresso Coffee, Tyler's No Acid Organic Decaf Ground Coffee, roast level of your coffee beans doesnt affect caffeine, Roasted in small batches to preserve flavor, Uses only Swiss Water Process to decaffeinate, Decaffeinated using the Swiss Water Process, Roasted in small amounts to retain flavor, Certified organic, fair-trade, kosher, and shade-grown, Tastes like dark chocolate and roasted nuts, Proprietary roasting technique that strips harmful tannins and lipid acids, Great for those that suffer from heartburn or indigestion, They were decaffeinated using a chemical solvent like methylene chloride, They were not organically grown, so they contained traces of pesticides, The coffee was roasted with a chemical additive. First, raw coffee beans are soaked in hot water to remove caffeine and create a "Green Coffee Extract" or GCE. current price Now $9.24.
Jeremiah's Pick Coffee Company in San Francisco, CA nba draftkings projections roto This was a controversial pick for us, and it just squeezed in ahead of the closest runner up.
Peet's Coffee Keurig Medium Roast Decaf Especial 32 K-Cups Compatible with most Nespresso Original machines. Volcanica only uses the Swiss Water Process to decaffeinate their coffee beans, thus eliminating 99.9% of the caffeine; you can be sure that you wont be getting any jitters. . The foremost example of this is the Swiss Water Process, followed by the less common Mountain Water Process. MyFitnessPal Coffee, Whole Bean, Dark Roast, French Roast, Decaf200 . One of the only downsides of the Mayan Water Half-Caff is that it's on the more expensive end. For instance, Arabica has about 50% less caffeine than Robusta. Unfortunately, it's not always easy to find decaf options that taste like "the real thing." If you are willing to pay a little more for a single-origin coffee, the Brazil is the way to go. Here we have our second decaf coffee, this time the House Blend. Is Decaffeinated Coffee Bad for You?
McCafe Ground Coffee, Premium Roast Decaf, 24 oz Can (079737) CONTENTS: This pack contains one box of 22 K-Cup pods of French Roast dark roast coffee. It was designed specifically for brewing espresso, although you can also use it for drip machines, French press, Aeropress, pour-over, and Moka pots. Although its true in most cases, it doesnt mean you have to break the family budget just so your cup of coffee will be 10% healthier. The beans are also decaffeinated through a chemical process rather than the chemical-free Swiss Water Process. Ever since Alfred Peet opened the doors of his first small Berkeley shop in 1966, Peet's has been known as a pioneer of fine, distinctive coffeeshigh-grown, higher quality, and deeply roasted to maximize flavor. One 32 oz. Pickup Delivery. Well, Maryna Gray, the Director of Coffee at Bean Box told us: "If treated well by an experienced barista, decaf coffee blends can make excellent espresso drinks.
Here we have the first non-K-cup on our list. In 2022, Maryna joined the Board of Directors for the Alliance for Coffee Excellence. This coffee is also available in a K-cup, which is a great option for people with pod-style coffee makers. Still, this coffee is quite good, and we would definitely buy it again. Any additional pictures are suggested servings only. The phrase "single origin" is applied to coffee when the beans used for it all come from the same area. Put simply: the more specific an area that coffee beans come from, the more likely it is that they have a unified and pure flavor. Dark roasts are a Peets specialty, and theyve perfected the art of creating bold, flavorful coffee that avoids crossing the line and becoming bitter.
Tim Hortons Decaffeinated Medium Roast. Peet's Coffee, Dark Roast Ground Coffee - Organic French Roast 18 Ounce Bag, USDA Organic 18 Ounce (Pack of 1) (10277) $12.98 ($0.72/Ounce) Climate Pledge Friendly Frequently bought together + + Total price: Add all three to Cart $13.58 ($0.75/Ounce) ($0.76/Ounce) From the manufacturer Product Description Maryna Gray, the Director of Coffee at Bean Box, added that it's rare (albeit possible) for the decaffeination method to enhance flavor. 21 Different Types of Espresso Drinks (with Pictures), How To Make Coffee While Camping (10 Easy Methods). Peet's Decaffeinated Especial K-cups are the first decaf coffee to make the list. The CO2 is then removed with carbon filters, taking the caffeine with it. Starbucks Medium Roast Ground Coffee House Blend 100% Arabica 1 bag (12 oz.) *Nespresso is a registered trademark of Socit des Produits Nestl S.A., and is not affiliated with Peets Coffee Inc. What Is Typica Coffee? We print the roast date on each and every bag for maximal transparency, and ensure you receive it within 90 days for the optimal experience, Contains one (1) 18 Ounce Bag of Peet's Decaf House Blend Decaffeinated Ground 100% Arabica Coffee, Flavor and Roast: Dark Roast Decaf. The Organic Coffee Co. Decaffeinated Organic Gorilla . Some decaffeination methods use harsh chemicals, which can leave a bad taste in the coffee. Shop All Seafood Organic & Plant Based Meat Beef & Lamb Pork Chicken Turkey Beef Buying Guide Seafood Buying Guide. Finally, Maryna told us that "some of the most piquant and fruit-forward coffees, Africans like Ethiopians or Kenyans, are also rarely seen as decafs. Estimated ship date based on items in your cart. We independently research, test, review, and recommend the best Water Process is a natural decaffeination method that uses water rather than solvents to gently remove caffeine from raw green coffee beans while maintaining the beans distinctive flavor profile. Roasted in the rocky mountains: Its all deep, dark and delicious, roasted right below the towering Canadian rocky mountain peaks. Origin Central & South America: Grown in a socially and environmentally responsible way, by farmers with sustainable businesses they can depend on. In fact, millionaire entrepreneurs, doctors, and even famous influencers drink this every morning. Plus, you can choose between a 10-ounce bag or a 2.2-pound bag. Healthwise Low Acid Coffee 100% Colombian Supremo 5. We then skillfully roast them by hand to our exacting high standards. Condition: New Price: US $20.75 Buy It Now Add to cart They arent the cheapest Nespresso capsules around, but they arent expensive, and we feel they are fairly priced. Some people love this flavor, but we struggled to see why. And by using the same high-quality coffee beans, you get a decaf that tastes as good as the real thing, Freshness You Can Fact Check: Freshly roasted coffee means a more flavorful cup.
BB 2/22 Peet's Coffee Major Dickason's Blend Deep Roast GROUND 7x 10oz Ultimately, this coffee made the list because its a widely praised coffee that just happens not to be our cup of tea or should we say coffee. The brand also uses the Swiss Water method, which removes caffeine with as few chemicals as possible, all while retaining the beans flavor palette. Peets Decaffeinated Especial K-cups are the first decaf coffee to make the list. Furthermore, the beans are free of mycotoxins and chemicals. Its also fair trade, meaning the farmers who grow it are paid a fair price. Maryna Gray, Director of Coffee at Bean Box, While there's no set answer to this question, you may find that decaf coffee tastes slightly different from caffeinated coffee, even if it's the same blend from the same brand. Labeling organic products. QUALITY GUARANTEED: 100% Arabica Coffee, Certified Kosher. It all boils down to personal preference and, luckily, there's plenty of tasty decaf options from which to choose. We print the roast date on each and every bag for maximal transparency, and ensure you receive it within 90 days for the optimal experience. Based in Seattle, Bean Box is a subscription-based coffee service that partners with dozens of artisanal roasters to deliver coffee across the country. I know this isnt an answer youre looking for. Contains one (1) 10.5 Ounce Bag of Peet's Organic Decaf Terrena Decaffeinated Ground 100% Arabica Coffee. One note: You won't be able to control the strength of your brew as easily if you're using a single-serve packet, so if you like a big cup of coffee or prefer a stronger brew, go for the jar. Decaffeinated coffee should be exactly like every other one of our blends: Deep, dark and delicious. "I'd avoid decaf that doesn't specify the decaffeination method used. We wont rehash our feelings about decaf coffee, but this one is not as good at avoiding the stigma associated with decaf coffee as the especial is. Flavor and Roast: Balanced and sweet, lively and bright.
Peet's Coffee : Target Decaf Hurricane Espresso from The Organic Coffee Co. is the best organic decaf coffee for espresso lovers. FOR SALE! Find in-store pricing, weekly sales, and local products by selecting your store below. Kate is a lifelong coffee enthusiast and homebrewer who enjoys writing for coffee websites and sampling every kind of coffee known to man. Peet's Coffee Kcup Decaf Especial Medium Roast Coffee. Copyright 2023 Coffee Affection.All Rights Reserved. The company's decaf blend is a dark roast that customers generally describe as rich, robust, and flavorful. Roast: Dark | Size: 10.5 or 16 ounces | Available In: Whole bean and ground | Decaffeination Process: Direct Contact Process. "}},{"@type":"Question","name":"Is organic decaf coffee healthy? Starbucks Decaffeinated Cafe Verona . If you feel jittery or anxious after drinking coffee, switching to decaf may be good.\nSleeping disorders- caffeine is a stimulant, making it difficult to fall asleep if you drink it too close to bedtime. If this specific flavor doesn't appeal to you, check out Peet's other decaf dark roasts, including House Blend and French Roast.
The 12 Best Decaf Coffees of 2023 | by The Spruce Eats It comes in K-cups for convenience but is a little on the expensive side. 1 year ago Updated We utilize the water process method for all our decaf ground, whole bean and K-cup coffees. Our customers agree and turn to us again and again for our uncompromising quality and taste. Sometimes small-batch roasters can struggle with quality control, and one bag winds up being completely different than the next. Please try again. Chocolate truffle, smoke, caramel. Content on this site is for reference purposes only. Smooth, satisfying, sweet. Because there arent many decaf dark roasts out there, and even though we arent big fans of it, we recognize that it does play a difficult role. Available in-store and online at various big-name retailers, The Original Donut Shop is a favorite among Keurig owners, beloved by many for providing quick cups of top-grade coffee. Shop All Fresh Fruit Fresh Vegetables Organic Produce Salad Kits & Bowls Salsa & Dips Flowers Produce Healthy Living. For example, cannabis oil could be obtained with solvents like . The Breakfast Blend Decaf is sold in 12-ounce bags of ground and whole bean coffee, as well as assorted boxes of K-Cups. 99.9% Free Caffeine, Fair Trade, Swiss (Single), Top 16 Books Similar To Name Of The Wind Updated 03 /2023, Top 16 Books Similar To Outlander Updated 03 /2023, Top 22 Books Similar To Ready Player One Updated 03 /2023, Top 16 Books Similar To Harry Potter Updated 03 /2023, Top 21 Books Similar To Game Of Thrones Updated 03 /2023, Top 16 Books Like The Silent Patient Updated 03 /2023, Top 16 Books Like Red White And Royal Blue Updated 03 /2023, Top 16 Best Selling Christian Books Of All Time Updated 03 /2023, Top 16 Best Iraq War Books Updated 03 /2023, Top 31 Best Geography Books Updated 03 /2023. You're one step away from building your shopping list.Log in to get started. Its also a great choice for people trying to cut back on their caffeine intake its why many people turn to Starbucks organic coffee. There are a few reasons for this. Subscribers always get free shipping and up to 10% off all orders! For instance, Arabica has about 50% less caffeine than Robusta. Expect this coffee to contain the traditional balance of a medium roast but with an undercurrent of sweetness. 88.0 /oz. Get free ground shipping on subscriptions. And even though taste buds vary and coffee preferences can be polarizing, this product has received widespread praise for being just as full-bodied as regular coffee. The coffee is sold in both ground and whole bean varieties (as well as K-cups), and you can find bags of 10.5 or 16 ounces. Single-origin coffees are generally considered higher quality than blends and therefore are usually more expensive. In order to ensure your satisfaction, we conducted a thorough evaluation of each product's performance-to-price ratio. Maxwell House Decaf Original Medium Roast Ground Coffee (29.3 oz Canister), Peet's Coffee, Dark Roast Decaffeinated Ground Coffee - Decaf Major Dickason's Blend 10.5 Ounce Bag, Peet's Coffee, Dark Roast Decaffeinated Ground Coffee - Decaf House Blend 18 Ounce Bag, Allegro Coffee Decaf Sumatra Ground Coffee, 12 oz, NO FUN JO DECAF: 12 oz, Organic Decaf Ground Coffee, Swiss Water Process, Fair Trade Certified, Medium Dark Roast, 100% Arabica Coffee, USDA Certified Organic, NON-GMO, Chemical & Gluten Free, Kicking Horse Coffee, Decaf, Swiss Water Process, Dark Roast, Whole Bean, 10 Oz - Certified Organic, Fairtrade, Kosher Coffee, Amazon Brand - Happy Belly Decaf Breakfast Blend Ground Coffee, Light Roast, 32 Ounce, AmazonFresh Decaf Colombia Ground Coffee, Medium Roast, 12 Ounce, AmazonFresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce, DELICIOUS Organic Decaf Coffee Water Process Chemical-Free Medium Roasted Peru Coffee Whole Beans 12oz. Maryna Gray, the Director of Coffee at Bean Box, was interviewed for this piece. No fillers, blenders, or shortcuts. - Peet's Coffee Peet's Coffee Products Decaf Coffee What decaffeination method does Peet's use? Our favorite non-dark roast is the Brazil single-origin medium roast. No fillers, blenders, or shortcuts. many already love Peet's Coffee. Peets uses several expert water process decaffeination companies; Swiss Water is one of them and happens to be located in Canada. Before purchasing the best decaf coffe, make sure the manufacturer has a good reputation in the present market. The beansfull of flavor, not caffeineare then dried and ready for careful hand roasting at Peet's Roastery in Alameda, CA. After completing this order, begin a new transaction to purchase other desired items. Decaf Coffee All Peet's beans and K-Cup Pods are decaffeinated by water process. We often think of espresso as little shots of caffeine that keep us buzzing throughout the day, but decaf espresso does exist, and it's no different than decaf coffee. Decaf coffees have less caffeine than their regular counterparts, but they still contain some caffeine. . All coffee beans have caffeine, but some have lower caffeine contents. Actual product packaging and materials may contain more and/or different information than shown on our website. French roasts are dark roast coffees known for having a well-rounded chocolatey flavor, and Peets has that in spades. Peet's uses the same high-quality beans we use in our regular coffees to ensure a decaf with so much richness and depth, it tastes as good as the real thing. However, the decaffeination mode can often strip away the beans natural oils and flavorings. Decaf dark roast coffee is an even more difficult feat to pull off than decaf medium roast coffee, and the House Blend decaf suffers because of it. How this works, By Walton Holcomb | Last Updated: August 12, 2022. All Peets beans and K-Cup Pods are decaffeinated by water process. Decaf drinkers face an uphill battle trying to find good tasting coffee. How Much Caffeine Is in Coffee and Espresso? Volcanica offers various types of coffee from all over the world, including a Papua New Guinea decaf thats rich and flavorful. The Interesting Answer! Organic Coffee Co. has several other organic decaf blends besides this one, including: So, if youre not so much into espresso, you can go ahead and give these blends a try you wont regret it. The USDA standard nutrition database states that 1 cup (8 fl oz) brewed decaffeinated coffee has approximately 2.4 mg caffeine. Freshness You Can Fact Check: Freshly roasted coffee means a more flavorful cup. The main setback of this blend is that it can only be purchased in a 12-ounce bag of ground coffee, rather than larger bags of whole beans. K-cups are the ultimate convenient way to make coffee, and having Peets coffee available in pods makes it widely accessible. PEETS WATER PROCESS DECAFS. Do decaf and caffeinated coffee taste different? Peet's Coffee Decaf Coffee in Coffee (30) Price when purchased online Popular pick $9.98 95.0 /oz Peet's Coffee Decaf Major Dickason's Blend, Dark Roast Ground Coffee, 10.5 oz Bag 713 Save with Pickup Delivery 3+ day shipping $9.98 95.0 /oz Peet's Coffee Decaf French Roast, Dark Roast Ground Coffee, 10.5 oz Bag 468 Save with In comparison, a cup of regular coffee has around 100 milligrams of caffeine on average. This is the oldest way to decaffeinate coffee beans and it remains common today. Maryna Gray, Director of Coffee at Bean Box. We found the French roast to be slightly weaker and less flavorful than Major Dickasons, which is what prevented it from taking the top spot. 1-877-485-0385. Here are the three most common methods of decaffeination: The best organic decaf coffee will use one of these methods, so look for them on the label. The 4 products that tested for detectable levels of methylene chloride at a rate of 50-89 parts per billion were: Kirkland Signature Decaffeinated Dark Roast . Its one of the best single-origin coffees weve had in a K-cup, and the ability to make such delicious coffee so easily is a huge bonus. Tip-top taste with a mellow finish. On occasion, manufacturers may improve or change their product formulas and update their labels.
Christopher Bean Coffee - Apple Cinnamon French Toast Flavored Coffee As a result, your chosen product may have both positive and negative qualities. Peet's Coffee Major Dickason's Blend Coffee. Flavor and Roast: Balanced and sweet, lively and bright. The medium-bodied Bulletproof coffee pods boast a smooth finish with no lingering bitterness. Peets has been sourcing their coffee with sustainability in mind since 2016 and has programs in place to assist farmers in creating better ways to produce coffee.
Decaf Coffee | Peet's Coffee So it's best to check the ingredients list on the package. They can be hit or miss, and sometimes they take more effort than theyre worth to get right. If youre a fan of big, full-bodied coffee, this is the perfect blend for you. As an Amazon Associate, Brew Smartly earns from qualifying purchases. If you aren't satisfied, we'll refund you for any reason within a year of purchase. The newest and most popular methods are categorized as "Water Processes." Monica M. Santa Clarita, CA. Grind Whole Bean Quantity SUBSCRIBE & GET 5% OFF SUBSCRIBE & GET 10% OFF SUBSCRIBE & GET FREE SHIPPING 10 Best Coffee Subscriptions in the UK: 2023 Reviews & Top Picks, How To Make Matcha Latte at Home (Tasty Recipe), How To Make a Chai Tea Latte at Home (Easy Recipe! 1. HOME. About . YOUR HEALTH, THE TASTE AND AROMA: Our Peru Decaf Whole Beans Medium Roasted Coffee comes from the soil where organic coffee is grown, it has natural nutrients from that soil, which helps your body get rid of toxins.
","acceptedAnswer":{"@type":"Answer","text":"Swiss Water Process (SWP) - it's a chemical-free process that uses water to remove caffeine.\nCO2 process - it uses carbon dioxide to eliminate caffeine, which is also a non-solvent method.\nEthanol Extraction - it uses ethanol (alcohol) to get rid of caffeine, which is a chemically safe procedure. You can also learn about the company's services throughout and after the sale. Peet's Cards can be purchased only as a single-item transaction. 203 reviews. ","acceptedAnswer":{"@type":"Answer","text":"Helps with caffeine addiction- coffee is a source of too much caffeine for many people. This coffee is a medium roast that is paradoxically packed with flavor while still being light and vibrant.
Buy Peet's Coffee Products at Whole Foods Market There are a lot of coffee varieties in the world, but few are as strange as those made using wild animals. 2022 Dennis Lehane Books All rights reserved. Always strive to find a product that has the features you're looking for. As long as your espresso maker is up to the task, these beans can yield a rich crema that adds to the overall body and mouthfeel of an espresso shot. $16.32. Volcanica Papua New Guinea Decaf Coffee is available in 16 oz. All that said, even trained taste buds can have a hard time noticing a difference between decaf and caffeinated coffee. Generally, you can trust any coffee brand that uses the Swiss Water Process to treat their decaf Arabica beans. Decaf is lower in acidity than regular coffee, which is good news for those with sensitive stomachs. The moderate acidity and the grippy mouth feel created a well-balanced cup suitable for any time of day. We do, which is why the taste of Peets decafs is so delicious. . Roast: Medium-dark | Size: 12 ounces or 2 pounds | Available In: Whole bean, ground, and K-Cup | Decaffeination Process: Swiss Water Process. I'm Walton, a 29 years old barista from New York City who's been working in the coffee world for more than 8 years now. How does the water process work? The caffeine flows out, leaving the flavor intact. It's available in three sizes1, 2, and 5 poundsas well as whole bean or pre-ground bags. For Peets, that extra something is a large range of excellent coffee that upholds a tradition of excellence dating back to the mid-1960s. A lot of the coffee on this list comes in a K-cup, which takes most of the guesswork out of choosing the right coffee. In short, organic coffee is coffee grown without the use of pesticides, herbicides, or other chemicals. Light roasts are known for being lighter-bodied and for having fruity flavor profiles. Were kicking things off with one of our favorite dark roast coffees, not just from Peets, but from any company. Your email address will not be published. Contains one (1) 10.5 Ounce Bag of Peet's Organic Decaf Terrena Decaffeinated Ground 100% Arabica Coffee. The beans used to make it are sourced directly from Colombia and treated via Swiss Water Process to decaffeinate them. For other brewing methods - espresso, cold brew, or French press - consider our whole bean coffees and griding at home. 203 4.7 out of 5 Stars. Available in 12 oz or a 2 lb money-saving package, both packaged with resealable tin-tie for convenient storage. We recommend that you do not rely solely on the information presented on our Web or Mobile sites and that you review the product's label or contact the manufacturer directly if you have specific product concerns or questions. Finally, there's the indirect-solvent method. The signature Peet's roast gives our Decaf house more body and complexity 324918526717 PEET'S COFFEE DECAF House Blend K Cup Coffee Pods for Keurig Brewers Dark Roast - EUR 12,28. Stone Street Coffee Company makes a high-quality iteration with its Mayan Water Half-Caff. As far as caffeine is concerned, arabica beans are considered the best kind, so youll want to look for a decaf coffee made from Arabica beans. +5535988761894 contact@goldenbeantrade.com Medium Roast. Roast: Medium | Size: 12 ounces or 1, 2, 5, or 12 pounds | Available In: Whole bean and ground | Decaffeination Process: Swiss Water Method, "I made several delicious cups of this decaf with my Chemex and drip coffee maker. Yes, some traces of chemicals can be found in decaf coffee due to three reasons: Weve reached the end of our guide, and we hope that you now have a much better understanding of what organic decaf coffee is and why its becoming such a popular choice for coffee drinkers worldwide. How does it compare to the real thing? Luminosa is our favorite light roast K-cup from Peets and is a change of pace from all the dark roasts thus far. For this reason, we recommend that you evaluate the product's price to its value before making a decision. You can see many famous brand likeMAXWELL HOUSE, Peet's Coffee, Allegro Coffee, Jo Coffee, Kicking Horse Coffee, Happy Belly, AmazonFresh, SPLIT OAK COFFEE ROASTERS. There are many more Peets coffees you could try, so dont let this list restrict your decision. ), so youll probably need to order more than just one bag. The beans are also fair-trade certified and certified organic. Product Features: Full bodied Dark Roast World Blend Sourced in Volcanic Soil Your email address will not be published. Learn more. For other brewing methods - espresso, cold brew, or French press - consider our whole bean coffees and grinding at home, Decaf Done Differently: Every Peets decaf is naturally water processed to remove caffeinenot flavorbefore meticulous roasting. Was $10.99. Just like in the direct method, the solvent binds to the caffeine molecules, then it's heated to evaporate the solvent and about 97 percent of the caffeine.
6 Key Points To Know While Buying THC Oil - Best Quality Coffee Many of the coffee flavors you'd miss in decafthe lighter, fruitier notesaren't as compatible with milk-based drinks anyway.".
Peet's Coffee, Dark Roast Ground Coffee - Amazon.com Peets Coffee Single Origin Brazil Premium Choice, 4. Peet's Organic Decaf Terrena Medium Roast Ground Coffee - 10.5oz. Get top deals, latest trends, and more. How your coffee is roasted plays a huge role in the experience, you get in your mug. But dont take our word for it try this blend from Kicking Horse. The decaffeination process may vary, but the result is always the same: coffee with a fraction of the caffeine content. Maxwell House Decaffeinated The Original Roast . Coffee beans naturally contain caffeine, so it's difficult to remove all traces of it, especially without ruining the taste. Consumerreports.org. We strongly prefer Major Dickasons and the French roast to the House Blend and the Organic Alma de la Tierra, but the beauty of the variety pack is you can try all four and decide for yourself. Try experimenting with different brands to find your cost comfort zone. So how are Peets decaf coffees different? "}},{"@type":"Question","name":"What does decaf mean? How does water process decaffeination work? Get Marilus Whole Bean Decaf Coffee delivered to you in as fast as 1 hour via Instacart or choose curbside or in-store pickup.
PEET'S COFFEE - 283 Photos & 330 Reviews - Yelp However, in our Best Decaf Coffe review, we kept and focused on a few issues and quality, such as user-friendly features, great quality, notable performance, all-around features, increased lifespan and value for money. For them, the terms organic and decafmay sound like something out of a health food store, but the truth is that its more than just a marketing ploy.