The owner of Dutch coffee giant Douwe Egberts has acquired one after the other coffee company in the past year. Now, JAB wants to compete with Starbucks.
The German investment fund formerly known as Joh. A. Benckiser has built a coffee imperium in just a few years and is the first company to succeed in approaching the world’s number one, Nestlé from Switzerland.
The first big acquisition of JAB was Dutch coffee company Douwe Egberts, which was taken off the exchange in 2013 for 7.5 billion euro. One year later JAB acquired 51% of US based Montelez, the world’s number two coffee roaster. In 2015 JAB acquired the US roaster Keurig Green Mountain for almost 13 billion euro. Add a couple of smaller acquisitions and it becomes obvious that JAB now is a coffee giant.
JAB’s strategy could well be to also get into the small outlet market. This is where Coffee & Bagels enters the stage. JAB aims to open 50 stores initially. Apparently they don’t only want to compete with Nestlé (Nespresso, Nescafé) but also see if they can engage in a battle with Starbucks (more than 15,000 branches in the US alone).
Of course, no matter how breaking this news may be, MOKK-A will remain the only niche business delivering unique European coffees to customers in the US and world-wide.
Loosely based on an article in NRC Handelsblad.