Kommersant: Jacobs in Russia may change its name
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The Russian division of the Dutch coffee manufacturer JDE Peet’s may refuse to use the flagship Jacobs brand. About it informed Kommersant, citing sources.
Possible alternatives for the name change include Monarch or Milicano. According to one of the sources of the publication, the final decision has not yet been made.
After the start of Russia’s special operation in Ukraine, JDE stopped investing in advertising in the Russian market. In its reporting, the company has repeatedly indicated that it strives to ensure that business in Russia develops independently. According to the newspaper, due to the abandonment of the Jacobs brand, the Russian division will have more opportunities to promote products. At the same time, the company emphasized that consumers will be provided with products through a local representative office.
JDE Peet’s was created in 2015 after the merger of the coffee business of Mondelez International and DE Master Blenders 1753 BV Brand portfolio includes Jacobs, L’OR, Senseo, Tassimo, etc. In 2022, sales of JDE Peet’s increased by 16.4 %, up to €8.2 billion. In Russia, the company has a plant located in the Leningrad region. Its capacity exceeds 35,000 tons of products per year, it produces instant coffee, coffee blends, roasted ground and grain coffee Jacobs Monarch, Jacobs Monarch Millicano, Carte Noire. At the end of 2021, the revenue of Jacobs Dow Egberts Rus increased by 13%, to 35.11 billion rubles, net profit amounted to 5.96 billion rubles.
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