Peet's

The medium roast isn't sold in its retail outlets yet, but eventually will be at all of them and at all of the grocery stores where Peet's coffee is sold.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Historically at Peet's, the coffee beans have been hand-roasted until they take on a dark-brown color that gives it a trademark "dark roast" taste.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Peet's began moving into medium roasts in August by adding two such blends—Café Solano and Café Domingo—to its lineup in 5,800 of the grocery stores where it sells coffee.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Peter Earl McCollough for The Wall Street Journal Peet's began moving into medium roasts in August by adding two such blends—Café Solano and Café Domingo—to its lineup.

Getting the Roast Right 2011

Peter Earl McCollough for The Wall Street Journal Historically at Peet's, the coffee beans have been hand-roasted until they take on a dark-brown color that gives it a trademark 'dark roast' taste.

Getting the Roast Right 2011

"I view medium roast as a low-risk opportunity to pick up those customers who might not have tried Peet's," he says.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Dunkin' Donuts has 2,000 locations in New England, according to a company spokeswoman, who declined to comment on Peet's.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Mal Peet's name is of Dutch origin, but his direct connection with Holland stops there; in fact, he only really got to know the Netherlands while researching this book.

Mal Peet's Carnegie Medal Acceptance Speech 2010

Peet's says it isn't overly concerned about competing with Dunkin' Donuts.

Peet's New Roast Set to Cause a Stir Shayndi Raice 2011

Peter Earl McCollough for The Wall Street Journal Imported beans from around the world are organized before being roasted at Peet's Coffee and Tea roasting facility in Alameda.

Getting the Roast Right 2011