Drinking coffee is practically a sport in the US. Everyone has their favourite team – whether it's Starbucks or an independent coffee shop – and a preferred technique, from a 'Kyoto Dripper' or a 'Neapolitan Flip'. And artisanal operations are tapping into the interest by offering coffee classes.

Iced coffee has become a staple for coffee drinkers, particularly younger consumers, who like nothing more than slurping on a sweetened iced frappé when out with friends. In a bid to refresh the Maxwell House brand, Kraft is launching an ‘on-the-go’ squeezable syrup aimed directly at this market.

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?

You might be used to a dash of milk or a lump of sugar in your morning coffee, but how about some butter and MCT oils? Drinking Bulletproof Coffee is touted as a way to kick-start the brain and stimulate weight loss, but are these claims legitimate or just the unfounded boasts of another fad drink?