JDE Peets

Name

JDE Peets

Legal name

JDE Peet's B.V.

Website

https://jdepeets.com

Company type

Private

Founded year

1753

Operating status

Acquired

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Coffee and Tea Manufacturing

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Ready-to-Drink (RTD) Coffee Manufacturing (AFAFADAE)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Ready-to-Drink (RTD) Coffee (CRADAHAF), Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD)

Keywords

• Coffee manufacturing
• Tea products
• Single-serve pods
• Out-of-home coffee service
• Consumer packaged goods

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. At-Home Coffee and Tea Sales: Retail sales of packaged coffee and tea products for home consumption through grocery, retail, and e-commerce channels
2. Out-of-Home/Professional Coffee Solutions: B2B coffee service for hotels, restaurants, offices, and hospitality businesses including equipment, supplies, and maintenance
3. Product Sales (Total): Full-year 2025 total sales of EUR 9.9 billion, driven by price increases of 19.5% with volume decline of 4.3% due to retailer pushback

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

JDE Peets manufactures, markets, and distributes a portfolio of 50+ coffee and tea brands spanning roast and ground coffee, instant coffee, single-serve pods and capsules, and tea products. The company sells through grocery and retail channels for at-home consumption and provides professional coffee service solutions, including equipment and supplies, to hotels, restaurants, offices, and hospitality businesses in more than 100 markets globally.

Product overview

JDE Peet's is the world's leading pure-play coffee and tea company, operating in more than 100 markets with a portfolio of over 50 brands. Guided by the 'Reignite the Amazing' strategy, the company focuses on brand-led growth across three big bets: Peet's, L'OR, and a collection of strategically selected local icons led by Jacobs. The portfolio includes global brands like Jacobs, Douwe Egberts, Senseo, Tassimo, and regional favorites such as OldTown, Super, Pickwick, Moccona, Tea Forte, Gevalia, Kenco, and Pilao. The company serves approximately 4,400 cups of coffee per second globally and was acquired by Keurig Dr Pepper in April 2026, with plans to separate into a Global Coffee Co. entity.

Differentiator

Problem solved

Functional benefit

Brands

• Peet's: Premium U.S. coffee retail chain and brand, part of JDE Peet's portfolio focused on specialty coffee.
• L'OR
• Jacobs
• Douwe Egberts
• Senseo
• Tassimo
• Moccona
• OldTown
• Super
• Pickwick
• Tea Forte
• Gevalia
• Kenco
• Campos Coffee
• Jacobs Krönung

Products and services

• Peet's Coffee Premium specialty coffee brand known for high-quality arabica coffee roasted in the San Francisco Bay Area style; sold to consumers via retail and food service.
• L'OR Premium coffee brand offering a range of coffee products including espresso capsules and beans, with a dedicated out-of-home barista-style solution for the hotel sector.
• Jacobs Leading European mass-market coffee brand, including Jacobs Krönung premium instant coffee; one of JDE Peet's three strategic growth pillars.
• Douwe Egberts Dutch coffee brand with heritage dating to 1753, offering a range of coffee products for both home and professional use.
• Senseo Single-serve coffee pod system brand offering coffee pods and compatible machines for the Senseo pad platform.
• Tassimo Multi-brand beverage system offering T-discs for preparing coffee and other hot drinks using proprietary machines.
• Moccona Premium European coffee brand, with presence in Australia and Asia-Pacific including liquid espresso sachets in Singapore and Malaysia.
• OldTown Coffee brand popular in Malaysia and Southeast Asia, known for its White Coffee and traditional coffee beverages.
• Super Coffee brand popular in Southeast Asia, known for its instant coffee products.
• Pickwick Dutch tea and coffee brand offering a variety of hot beverage products with presence across multiple European markets.
• Tea Forte Luxury artisanal tea brand offering premium loose-leaf teas and tea accessories for hospitality and retail customers.
• Gevalia Swedish premium coffee brand known for its quality coffee products.
• Kenco UK coffee brand offering a range of coffee products including instant, roast and ground, and beans.
• Pilao Coffee brand popular in Brazil and other Latin American markets.
• Out-of-Home Professional Coffee Solutions B2B coffee service for hotels, restaurants, offices, and hospitality businesses, including equipment, supplies, and maintenance delivered via direct enterprise sales teams.

Quantifiable outcome

• Approximately 4,400 cups of coffee served per second globally
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Coffee Canopy Partnership (Airbus, Louis Dreyfus Company, Sucden, Neumann Kaffee Gruppe, Touton, Sucafina, Tchibo)coreStrategic or Co-development Partner · 22 April 2026JDE Peet's-led initiative to create world's first comprehensive open-access map of global coffee production using Airbus satellite imagery and AI to identify deforestation risks. Initial deployment covers 1.2 million km² across East Africa (Ethiopia, Tanzania, Kenya, Uganda, Burundi, Rwanda) with worldwide coverage planned for 2027. Addresses EU Deforestation Regulation compliance requirements.
• Keurig Dr Pepper (KDP)coreStrategic or Co-development Partner · 27 March 2026KDP completed acquisition of 96.22% stake in JDE Peet's in April 2026 for approximately $18.4 billion. JDE Peet's to be integrated and then split into Global Coffee Co. and Beverage Co. JDE Peet's CEO Rafael Oliveira appointed to lead Global Coffee Co. post-separation.
• Active Ants and Staci (Bnode Group)coreTechnology or Integration · 1 February 2026Deployment of automated e-commerce fulfillment platform in Lyon, France serving JDE Peet's. Site processes several hundred thousand orders annually with peaks exceeding 3,000 orders per day. Combined Active Ants' fulfillment technology with Staci's omnichannel logistics network.
• Yara BrasilminorStrategic or Co-development PartnerSustainable agriculture partnership for coffee production, with Yara providing low-carbon fertilizers and agronomic support to coffee farmers in pilot projects in Paraná covering 130 hectares.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Nestlé (Nescafé/Nespresso): Global packaged goods giant whose Nescafé and Nespresso brands compete head-to-head with JDE Peet's across roast, instant, and single-serve coffee formats. Comparable in scale, brand portfolio depth, and global distribution, though operating as a broader F&B conglomerate rather than a pure-play coffee company.
• Coca-Cola (Costa Coffee): Acquired Costa Coffee in 2019, giving it a global coffee retail and packaged coffee platform. Broad incumbent comparable in that it bundles coffee with a much larger beverage portfolio, competing for the same at-home and out-of-home occasions as JDE Peet's.

Direct peers

• Lavazza: Italian family-owned coffee company with a comparable multi-format portfolio spanning roast & ground, capsules (Espresso Point, Blue), and foodservice. Closely aligned with JDE Peet's in product mix, European market leadership, and out-of-home professional channel strength.
• Massimo Zanetti Beverage Group: Italian coffee manufacturer owning brands like Boncafé, Chock full o'Nuts, and Hills Bros. Directly comparable as a privately-held multi-brand coffee roaster with global distribution and both retail and B2B channels.
• Tchibo: German coffee and consumer goods company operating across roast coffee, single-serve systems (Cafissimo), and non-food retail. Overlaps with JDE Peet's in European retail coffee, pod systems, and multi-channel distribution.
• Starbucks: World's largest coffeehouse chain and packaged coffee brand (Starbucks at Home via Nestlé partnership). Competes with JDE Peet's across packaged retail coffee and the out-of-home professional channel, with comparable brand equity at the premium tier.
• Keurig Dr Pepper: Now JDE Peet's parent company post-April 2026 acquisition, KDP owns Keurig single-serve systems and Dr Pepper/Snapple beverages. Direct competitor in North American single-serve coffee (K-cup vs. Senseo/Tassimo) and the platform anchor for the combined Global Coffee Co. entity.
• Melitta Group: German family-owned coffee manufacturer offering roast & ground, whole bean, and filter products plus coffee equipment. Comparable in European mid-market coffee positioning, brand-led go-to-market, and B2B foodservice presence.

Regional players

• Strauss Group (Elite, TRES): Israeli food and beverage company with a meaningful coffee, tea, and dairy portfolio across EMEA. Comparable multi-format coffee and tea CPG structure but primarily serving Israel, Eastern Europe, and Brazil rather than directly competing in JDE Peet's core European markets.

Emerging players

• Farmer Bros. Co. US-based coffee roaster and distributor focused on the foodservice and B2B channel. Comparable as a smaller-scale coffee manufacturer with concentrated US out-of-home exposure, though significantly smaller and more regionally focused than JDE Peet's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jdepeets

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries15 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JDE Peets