Home Agenda JDE Peet’s takes a new step in its innovation program

JDE Peet’s takes a new step in its innovation program



Amsterdam, November 1, 2021

Read this news in Mandarin.

JDE Peet’s (EURONEXT: JDEP), the global leader in pure play coffee and tea by revenue, today provided more information on the recent successful entry of Maxwell House and Moccona into the segment growing Cold Brew Pure Instant in China as part of the relaunch of the global innovation agenda.

The trending innovations of Cold Brew Pure Instant coffee launched in June 2021 have seen very encouraging growth and consumer reactions in the highly competitive Chinese market. The Maxwell House range offers consumers a Cold Brew Instant Pure Instant coffee in the form of a 1.8 g shot, while the Moccona range provides a premium and stronger alternative in the form of a 2.8g Cold Brew Pure instant coffee shot.

The rise of the instant specialties segment supports the strong growth and premiumization of the coffee category in China, alongside traditional tea drinking rituals. Through these types of innovations, JDE Peet’s will continue to strengthen its credentials while blurring the lines between traditional single-serve and instant coffee categories and creating exciting new coffee experiences for the next generation of coffee consumers. .

To date, the new range has received consistently positive reviews, underscoring a consumer preference for the stronger taste and functional packaging of the product. JDE Peet’s will continue to learn and build on the success of this line with the goal of providing consumers with new and exciting products in the future.

“JDE Peet’s is committed to supporting the growing trend of coffee consumption in China and we are working closely with our strategic partner Hillhouse Capital to continue to develop and expand our range of innovative products. said Frank Wang, general manager of JDE Greater China. “The level of consumer interest in the new Maxwell House and Moccona range reaffirms our strong brand portfolio and demonstrates our continued commitment to meet the evolving needs of Chinese coffee consumers by accelerating our premiumization program and continuing to blur the boundaries. between traditional coffee categories in Asia. . “

This launch demonstrates the company’s growing ambitions for the Chinese market where “on-the-go†coffee consumption continues to fuel the growth of the local coffee segment. In 2020, JDE Peet’s doubled its network of coffee stores in China, and continued this trend in 2021, with the opening of 40 additional Peet’s coffee stores in the first half of 2021.



Michel orr
[email protected]
+31 20 558 1600

Investors and analysts

Robin jansen
[email protected]
+31 6 159 44 569

About JDE Peet’s
JDE Peet’s is the world leader in coffee and tea by revenue and served approximately 4,500 cups of coffee or tea per second in 2020. JDE Peet’s unlocks the possibilities of coffee and tea in over 100 markets developed and emerging through a portfolio of over 50 brands that collectively span the entire category landscape, led by well-known names such as L’OR, Peet’s, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona. In 2020, JDE Peet’s generated total sales of 6.7 billion euros and employed a global workforce of more than 19,000 people. Learn about our journey to a coffee and tea for every cup in www.JDEPeets.com.


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