JDE Peet's is a Dutch company that owns beverage brands, mostly of coffee, tea and hot chocolate. It was formed in 2015 following the merger of the coffee division of

Mondelez International Mondelez International, Inc. ( ), often styled Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company based in Chicago. Mondelez has an annual revenue of about $26 billion and operates in ...

with

Douwe Egberts Douwe Egberts is a Dutch brand of coffee which is majority-owned by JDE Peet's. It was founded in Joure, Netherlands, by Egbert Douwes in 1753 as De Witte Os ("The White Ox"), a general grocery shop. The company later started dealing specificall ...

as Jacobs Douwe Egberts. The stock of JDE Peet's is listed on the

Euronext Amsterdam Euronext Amsterdam is a stock exchange based in Amsterdam, the Netherlands. Formerly known as the Amsterdam Stock Exchange, it merged on 22 September 2000 with the Brussels Stock Exchange and the Paris Stock Exchange to form Euronext. The ...

stock exchange.

History

Beginnings

The company has its origins in De Witte Os, a general grocery shop that Egbert Douwes established in 1753 in

Joure Joure (; West Frisian: ''De Jouwer'') is a town in the north of the Netherlands. It is the administrative center of De Fryske Marren, Friesland. With 13,090 inhabitants, it is also the most populous town in the municipality. Residents of Joure a ...

, Frisia, the Netherlands. In 1780, the company was transferred to his eldest son Douwe Egberts. It developed into a company dealing in coffee, tea, and tobacco. By 1925 it had changed its name to Douwe Egberts (as in Douwe, the son of Egbert), and had introduced the red seal as its logo.

International expansions

In 1948, the company began to sell its products in

Belgium Belgium, ; french: Belgique ; german: Belgien officially the Kingdom of Belgium, is a country in Northwestern Europe. The country is bordered by the Netherlands to the north, Germany to the east, Luxembourg to the southeast, France to ...

, followed by

France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of Overseas France, overseas regions and territories in the Americas and the Atlantic Ocean, Atlantic, Pacific Ocean, Pac ...

Spain , image_flag = Bandera de España.svg , image_coat = Escudo de España (mazonado).svg , national_motto = '' Plus ultra'' (Latin)(English: "Further Beyond") , national_anthem = (English: "Royal March") , ...

and

Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...

. It founded a new holding company, ''Douwe Egberts Koninklijke'' ("Royal Douwe Egberts") in 1968, and a year later took over the Dutch coffee manufacturer Kanis & Gunnink. The company expanded through Europe, acquiring other tea, coffee and tobacco companies, such as the UK tea distributor

Horniman's Tea Hornimans is a brand of tea currently owned by JDE Peet's. History The original tea trading and blending business 'Horniman's Tea Company' was founded in 1826 in Newport, Isle of Wight, by trader John Horniman. In 1852, he moved the company t ...

Sara Lee

In 1978 Douwe Egberts was taken over by Consolidated Foods Corporation, later the

Sara Lee Corporation The Sara Lee Corporation was an American consumer-goods company based in Downers Grove, Illinois. It had operations in more than 40 countries and sold its products in over 180 countries. Its international operations were headquartered in Utrec ...

. In 1989, Douwe Egberts purchased Van Nelle, its main Dutch competitor in coffee, tea and tobacco. It sold its tobacco interests, including Van Nelle and Drum rolling tobacco, to

Imperial Tobacco Imperial Brands plc (formerly Imperial Tobacco Group plc), is a British multinational tobacco company headquartered in Bristol, England. It is the world's fourth-largest international cigarette company measured by market share after Philip Mo ...

in 1998. In 2001, the company collaborated with

Philips Koninklijke Philips N.V. (), commonly shortened to Philips, is a Dutch multinational conglomerate corporation that was founded in Eindhoven in 1891. Since 1997, it has been mostly headquartered in Amsterdam, though the Benelux headquarters is ...

to produce the

Senseo Senseo is a registered trademark for a coffee brewing system from Dutch companies Philips and Douwe Egberts. The system is known for the coffee pods (called pads in some countries) it uses to brew the coffee. History The system was first intr ...

coffee maker. The following year it established the Douwe Egberts Foundation, an independent entity that initiates and manages coffee and tea projects in countries of origin. Douwe Egberts sued the province of

Groningen Groningen (; gos, Grunn or ) is the capital city and main municipality of Groningen (province), Groningen province in the Netherlands. The ''capital of the north'', Groningen is the largest place as well as the economic and cultural centre of t ...

in 2007 over the introduction of rules stating that all coffee supplied in the province must meet

Fair trade Fair trade is an arrangement designed to help producers in developing countries achieve sustainable and equitable trade relationships. The fair trade movement combines the payment of higher prices to exporters with improved social and envir ...

criteria set by

Stichting Max Havelaar Fairtrade Nederland formerly known as Max HavelaaStichtingis the Dutch member of Fairtrade International, which unites 23 Fairtrade certification producer and labelling initiatives across Europe, Asia, Latin America, North America, Africa, Austr ...

. Courts ruled in favour of the province of Groningen. With profits from the coffee division under threat from rivals such as

Nestlé Nestlé S.A. (; ; ) is a Switzerland, Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest publicly held food company in the world, measured by revenue and other me ...

and

Kraft The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015. A merger with Heinz, arran ...

, and being unable to find a buyer, in 2012 Sara Lee split off the coffee division into D.E Master Blenders 1753, offering share-holders one share in the new company for each main share they held. The main Sara Lee company changed its name to Hillshire Brands.

D.E to Mondelez

In 2012 Douwe Egberts became an independent Dutch company again, trading under the name D.E Master Blenders 1753 NV. In 2013, the German investor group

JAB Holding Company JAB Holding Company ("JAB" or Joh. A. Benckiser) is a German conglomerate, headquartered in Luxembourg, that includes investments in companies operating in the areas of consumer goods, forestry, coffee, luxury fashion, animal health, and fast foo ...

made an offer to purchase D.E Master Blenders 1753 for $9.8 billion. The company appointed a new management and delisted the company from the

Euronext Euronext N.V. (short for European New Exchange Technology) is a pan-European bourse that offers various trading and post-trade services. Traded assets include regulated equities, exchange-traded funds (ETF), warrants and certificates, bonds, ...

stock market. D.E. Master Blenders 1753 later bought Norway's Kaffehuset Friele coffee manufacturer. In May 2014 the company announced plans to merge with the coffee division of American food conglomerate

. The merger received approval from the

European Commissioner for Competition The Commissioner for Competition is the member of the European Commission responsible for competition. The current commissioner is Margrethe Vestager ( ALDE). Responsibilities The portfolio has responsibility for such matters as commercial c ...

Margrethe Vestager on 5 May 2015, subject to several conditions. These included a requirement that Merrild and Carte Noire brands were sold (now owned by competitor Luigi Lavazza S.p.A.), and that the Senseo brand in Austria was licensed to a competitor.

Merger with Peet’s Coffee and IPO

Jacobs Douwe Egberts merged with

Peet's Coffee Peet's Coffee is a San Francisco Bay Area-based specialty coffee roaster and retailer owned by JAB Holding Company via JDE Peet's. Founded in 1966 by Alfred Peet in Berkeley, California, Peet's introduced the United States to its darker roasted ...

, another coffee business owned by JAB Holding, to form JDE Peet's which would own the Peet's chain, as well as brands including: Jacobs Coffee, Douwe Egberts, Moccona, Super Coffee, Owl Coffee, OldTown White Coffee, Kenco and Pickwick, and brewing systems including

and

Tassimo The Tassimo Hot Beverage System is a consumer single-serve coffee system that prepares one-cup servings of espresso, regular coffee, tea, hot chocolate and various other coffee drinks, notably those including milk such as latte or cappuccino. T ...

. The company was listed in Amsterdam in May 2020.

Brands

Brands owned by the company include: * Bell Tea (New Zealand) * Bravo *

Caboclo A caboclo () is a person of mixed Indigenous Brazilian and European ancestry, or, less commonly, a culturally assimilated or detribalized person of full Amerindian descent. In Brazil, a ''caboclo'' generally refers to this specific type of '' ...

(Brazil) * Café do Ponto (Brazil) *

Café HAG Café HAG is a worldwide brand of Decaffeination, decaffeinated coffee currently owned by JDE Peet's. History Café HAG was founded in Bremen in 1906 as ''Kaffee-Handels-Aktiengesellschaft'' (Coffee Trading Limited). The company's founder was ...

* Café Pelé (Brazil) * Café Prima * Cafe Switch (a frothy coffee drink that is frothed using thumb pods) * Campos Coffee * Caffiato (an iced

cappuccino A cappuccino (; ; Italian plural: ''cappuccini'') is an espresso-based coffee drink that originated in Austria and was later popularized in Italy and is prepared with steamed milk foam ( microfoam). Variations of the drink involve the use of ...

with

caramel Caramel ( or ) is an orange-brown confectionery product made by heating a range of sugars. It can be used as a flavoring in puddings and desserts, as a filling in bonbons, or as a topping for ice cream and custard. The process of carameli ...

flavour) * Cafitesse (coffee concentrates and systems) * Chat Noir * Damasco (Brazil) *

(ground and instant coffee; also Douwe Egberts Coffee Systems and Coffee Care, a drinks supply) ** DE Karaván ** DE Omnia ** DE Paloma *

Friele Friele (''Kaffehuset Friele'') is a Norwegian coffee manufacturer and brand based in Midtun, a commercial and residential district of the borough of Fana in Bergen, Norway. Friele is the largest producer of coffee in Norway. It is part of JDE ...

(Norway) *

Gevalia Gevalia ( , , ) is the largest coffee roastery in Scandinavia. In North America, the company sells coffee directly to consumers via home delivery and through big box stores such as Wal-Mart. Gevalia discontinued sales of tea in 2015. Customers ...

(Sweden) * Grand Mère * Harris (coffee and filter papers in Australia) *

* Hummingbird (New Zealand) * Jacobs * Jacqmotte * Jacques Vabre * Kanis & Gunnink (coffee) *

Kenco Kenco is a British brand of instant, roast and ground coffee sold by JDE Peet's in the United Kingdom and Ireland. Originally known as the Kenya Coffee Company, they started distributing coffee to Britain in 1923. Shortly after, they opened a c ...

* Les 2 Marmottes (France) * L'OR * Maison du Café (coffee, in France) * Marcilla (Spain) * Mastro Lorenzo *

Maxwell House Maxwell House is an American brand of coffee manufactured by a like-named division of Kraft Heinz in North America and JDE Peet's in the rest of the world. Introduced in 1892 by wholesale grocer Joel Owsley Cheek, it was named in honor of the M ...

* Moccona (instant coffee) *

Moka Moka () is a village in Mauritius located in the Moka District, the western part of the village also lies in the Plaines Wilhems District. Since 1967 it forms part of Constituency No. 8 Quartier Militaire and Moka. The village is administered by ...

(Brazil) * Natreen (artificial sweeteners) * OldTown White Coffee (Malaysia) * Owl Coffee (Singapore) * Piazza d'Oro (espresso) *

Pickwick tea Pickwick is a tea brand, marketed by Dutch company JDE Peet's. It is the largest tea brand in the Netherlands and the leading brand in market share of black tea there, although its share has been decreasing due to competition. As of 2014, it is a ...

* Pilão (Brazil) * Saimaza (Spain) * Seleto (Brazil) *

(coffee-pads for a coffee-maker, in conjunction with Philips) * Splendid * Super Coffee (Singapore) *

Tea Forte Tea is an aromatic beverage prepared by pouring hot or boiling water over cured or fresh leaves of ''Camellia sinensis'', an evergreen shrub native to East Asia which probably originated in the borderlands of southwestern China and norther ...

References

* https://www.thestar.com.my/business/business-news/2017/12/11/dutch-company-launches-takeover-of-oldtown-for-rm1pt47b/

External links

* {{Mondelez Dutch companies established in 2015 Food and drink companies established in 2015 Companies listed on Euronext Amsterdam