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Branding, marketing, Retail

Sara Lee names coffee and tea company


Sara Lee’s international coffee and tea business will be named D.E. Master Blenders 1753.

The Downers Grove-based packed goods company is planning to split in two later this year. The other half, its North American meats business, with brands like Ball Park and Jimmy Dean, will be based in Chicago, but has yet to be named.

D.E Master Blenders, to be based in Amsterdam, has businesses in Europe, Brazil, Australia and Thailand. Its brands include Douwe Egberts, Senseo and L’OR EspressO.

“D.E Master Blenders 1753 expresses what we have become as an organization, as well as what we aspire to be — the best blenders in the world — transcending the boundaries of traditional companies and bringing innovations that enhance and improve the way the world enjoys coffee and tea,” Sara Lee International Beverage CEO Michiel Herkemij said in a statement.

The company name was selected following a six-month research and analysis process involving thousands of candidate names.

Ingrid Baron, chief marketing officer of international beverage, said the company will launch “an aggressive global campaign that will reinforce our marketplace positioning and introduce the new company to our customers, recruits and the public at large,” when the spin is complete.

The company also announced appointments of its chief operating officers. Eugenio Minvielle will serve as COO of the company’s developed markets and Harm-Van Pelt will fill the role in the rest of the world, defined as Eastern Europe, Australasia and Latin America.

Minvielle, 47, was previously CEO of Unilever North America. Prior to that, he served as president and CEO of Nestlé in France, Mexico and Venezuela.

Van Pelt, 49, is a 14-year Sara Lee veteran, having served in international marketing and general management positions in the company’s Household and Body Care business and its Coffee and Tea business.


via Sara Lee names coffee and tea company – chicagotribune.com.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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