Jacobs Douwe Egberts

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JDE Peet's NV

logo
legal form Naamloze vennootschap
ISIN NL0014332678
founding 2015
Seat Amsterdam , Netherlands
management Casey Keller ( CEO )
Number of employees around 15,000 (2019)
sales 6.94 billion euros (2019)
Branch Luxury foods
Website www.jacobsdouweegberts.com

Jacobs Douwe Egberts Peet's (JDE Peet's) is a Dutch company founded in 2015 that produces coffee and tea products. It emerged from the coffee business of Mondelez International and DE Master Blenders in 1753 , before that Douwe Egberts (full name Douwe Egberts Koninklijke Tabaksfabriek-Koffiebranderijen-Theehandel Naamloze Vennootschap ). In addition to the retail business, JDE also operates an out-of-home business (JDE Professional) and supplies corporate, catering and hotel customers.

The company is majority-controlled by Acorn Holdings, a subsidiary of JAB Holding , with a minority stake (27%) from Mondelēz International .

JAB merged JDE with the US coffee house chain Peet's, which it had owned since 2012. The newly created company is called JDE Peet's and will be listed on Euronext Amsterdam from June 3, 2020 .

history

Jacobs Douwe Egberts was founded in 2015. It has its origins in the two former family businesses Jacobs from Germany and Douwe Egberts from the Netherlands.

Jacobs

The story of Jacobs Kaffee begins on January 15, 1895, when the Bremer Nachrichten announced: Johann Jacobs has opened his “special shop for coffee, tea, cocoa, chocolates and biscuits” at Domshof 18 in Bremen . In 1907 the company opened its own roastery . Jacobs received his own trademark in 1913 : the motif of a coffee sack with the signum 131/19, which is propped up by two arms. Registered on December 9, 1913 at the German Reich Patent Office . This trademark adorned coffee packaging until 1966.

The targeted advertising for Jacobs began when Walther J. Jacobs, Johann Jacobs' nephew, joined the company. He had previously worked in the United States for a year and a half and brought with him new ideas for advertising and marketing.

His new advertising concept was implemented from 1930. The first measure was the introduction of the "original packaging" in the Jacobs colors. In addition, the coffee sack logo and the words "Jacobs Coffee" could be seen on it. As the first advertising slogan for Jacobs coffee, Walther Jacobs chose “Freshly roasted every day and carefully selected”. From July 1931, another slogan was added with “Jacobs coffee - a delight down to the last bean”.

After the company building was destroyed in World War II and rebuilt, a shop was reopened in December 1950 at Obernstrasse 20. From 1954, the new slogan "Jacobs Coffee ... wonderful" was brought into being. From 1957 "Grandmother Sophie Engmann" was the new advertising figure - from 1959 on on television too .

Together with the flavors “Tradition”, “Private” and “Noble Mocca”, “Jacobs Krönung” was born in the spring of 1966. The crown was first used as a logo from June 1966.

The advertising icon Karin Sommer , who is still well-known today, advertised Jacobs coffee from 1973, which also includes the marketing claim of the Jacobs pampering aroma, which became an integral part of the product name from 1986.

In 1973 the then owner Klaus J. Jacobs moved the company's headquarters to Zurich . In 1982 the Swiss company Interfood with the brands “ Tobler ” and “ Suchard ” was taken over. The roastery in Berlin moved from Kreuzberg to Neukölln in 1981 . In 1990, Jacobs was taken over by Kraft Foods . The brand has been part of the Jacobs Douwe Egberts coffee company since 2015 .

Egbert Douwes shop De Witte Os in Joure

Douwe Egberts

The story of DE Master Blenders began in 1753 in the Frisian town of Joure , where Egbert Douwes founded a grocery store. It is named after his son Douwe Egberts (1755–1806), who took over the business in 1780. The quaintly furnished shop exists to this day, but is practically only run as a souvenir shop where you can buy tea and sweets.

After the Second World War, branches were opened in France , Spain , Denmark and Belgium . Douwe Egberts sold the Wigomat (which was the first filter coffee machine) in the Benelux countries and thus contributed significantly to the popularity of filter coffee.

In 1978 the company was taken over by the American Sara Lee Corporation . In 1989 it was taken over by competitor Van Nelle , who was also active in the coffee and tobacco sector. In 1998 the entire tobacco division was sold to Imperial Tobacco .

In 2001 Douwe Egberts entered into a partnership with Philips to produce the Senseo coffee machine . In 2005 the Lassie rice division was separated. Since then, Douwe Egberts has only had drinks in its portfolio.

In 2012, Sara Lee was split up. Sara Lee has been operating as Hillshire Brands since then , Douwe Egberts was renamed DE Master Blenders 1753 NV , was listed on the Amsterdam Stock Exchange and is henceforth responsible for activities outside of North America. DE Master Blenders was added to the AEX index on September 24, 2012 due to its market capitalization, which significantly exceeded 5 billion euros .

In the 2013 financial year, DE Master Blenders achieved annual sales of EUR 2.646 billion with a workforce of 7,579.

In 2013 DE Master Blenders 1753 was taken over by a consortium led by Joh. A. Benckiser SE (JAB). Since then, the share has not been listed on the Amsterdam Stock Exchange . Also in 2013, DE Master Blenders 1753 announced that it had taken over 90% of the Norwegian coffee roaster Kaffehuset Friele , of which 45% had previously been held.

On May 7, 2014, Acorn Holdings BV, owned by Joh. A. Benckiser, and Mondelēz International Inc. announced that they wanted to merge their coffee brands into a pure coffee company. From DE Master Blenders 1753 under the brands "Senseo", "Douwe Egberts", "L'OR" and "Pilão" were introduced by mondelēz international coming brands such as "Jacobs", " Tassimo ", "Gevalia" and "Kenco ". The resulting joint venture is called Jacobs Douwe Egberts (JDE) and is still based in the Netherlands. On May 5, 2015, the European Commission approved the merger, subject to certain conditions. Since July 1, 2015 DE Master Blenders 1753 has been trading as Jacobs Douwe Egberts .

Jacobs Douwe Egberts (JDE) is headquartered in the Netherlands. Today JDE is present with its brands in over 120 countries and employs more than 15,000 people worldwide. The most important brands worldwide include: Jacobs, Tassimo, Moccona, Senseo, L'OR, Douwe Egberts, Kenco, Pilao and Gevalia. In 2017, the company generated annual sales of over 5 billion euros.

JDE is the market leader in the German coffee market and the number 1 and number 2 coffee company in 28 countries in Europe, Latin America and the Asia-Pacific region.

Brands

Jacobs Douwe Egberts owns the rights to around 30 brands, including:

  • Jacobs
  • Douwe Egberts
  • Senseo (coffee pods)
  • Tassimo (coffee capsules)
  • Café Hag (decaffeinated coffee)
  • Natreen (sweetener)
  • L'OR
  • Pickwick (tea)
  • Moccona (instant coffee)
  • Piazza D'Oro (espresso; takeaway product)
  • Cafitesse (liquid coffee beans; takeaway product)
  • Promesso (liquid coffee beans; takeaway product)
  • Splendid (espresso; takeaway product)
  • Maxwell House (instant coffee)

German business areas

End consumer trade

In addition to Jacobs, the brands Senseo, Tassimo, Café HAG and Natreen are among the brands available in retail. The product range today ranges from whole bean products, filter coffee, dissolving coffee and coffee specialties to coffee pods, Tassimo T-discs and espresso capsules.

JDE Professional (out-of-home business)

JDE's professional or out-of-home business supplies companies from various industries with coffee and sells and installs coffee machines in offices, hospitals, restaurants and hotels. In addition, various services such as repairing and maintaining the machines are offered.

Web links

Commons: Douwe Egberts - collection of images, videos and audio files

Jacobs homepage for private customers

Jacobs homepage for business customers

Jacobs Douwe Egberts homepage for business customers

Homepage for Jacobs Professional brands

Individual evidence

  1. https://www.manager-magazin.de/premium/kaffeekonzern-jde-peet-s-casey-keller-ueber-den-boersengang-a-bb5fb712-4af8-46bb-a30c-ba1a46fa3bb4
  2. a b https://live.euronext.com/en/ipo-showcase/jde-peets-nv
  3. SEC filing: Amended and Restated Shareholders' Agreement , March 7, 2016, accessed on August 12, 2019
  4. https://www.jacobsdouweegberts.com/company-news/jde-and-peets-coffee-to-combine-and-explore-ipo/
  5. https://www.handelsblatt.com/finanzen/maerkte/aktien/jde-peets-jacobs-kaffee-holding-will-mit-boersengang-2-25-millionen-euro-erloesen/25862284.html
  6. Svenja Kunze, Alexander Schug: Jacobs coffee wonderful: A Bremen coffee story . Edition Temmen, 2012, p. 43 .
  7. Svenja Kunze, Alexander Schug: Jacobs coffee wonderful: A Bremen coffee story . Edition Temmen, 2012, p. 196 .
  8. Germany's most popular coffee comes from Neukölln. Retrieved December 3, 2017 .
  9. History of Imperial Tobacco ( Memento of the original from February 2, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Retrieved March 14, 2012 @1@ 2Template: Webachiv / IABot / www.imperial-tobacco.com
  10. Report on the split . Retrieved August 24, 2012
  11. DE Master Blenders 1753 NV: DE MASTER BLENDERS 1753 in AEX-index. August 31, 2013, accessed February 8, 2014 .
  12. DE Master Blenders 1753 NV: Key facts. (pdf) Retrieved December 20, 2013 .
  13. DE Master Blenders 1753 NV: DEMB1753 to be delisted from Euronext. October 1, 2013, accessed December 20, 2013 .
  14. DE Master Blenders 1753 NV: DEMB acquires Kaffehuset Friele. November 7, 2013, accessed December 20, 2013 .
  15. Press release from DE Master Blenders 1753
  16. http://www.demasterblenders1753.com/en/Media/company-news/news/2015/5/5/Conditional-Approval-Received-By-European-Commission
  17. Mondelez International and DE Master Blenders 1753 Complete Coffee Transactions  ( page no longer available , search in web archivesInfo: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. , July 2, 2015@1@ 2Template: Dead Link / www.jacobsdouweegberts.com  
  18. company information ; Including all M&A transactions concluded as of December 31, 2017 with a constant PEG rate
  19. Nielsen, paragraph, LEH total, FY 2016
  20. JDE Professional: Our origins. Retrieved January 14, 2019 .