JDE Peets
- Company typePrivate
- Founded1753
- HeadquartersAmsterdam, Netherlands
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
JDE Peets firmographics
Firmographics- 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
JDE Peets industry classification
Industry- 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
Where JDE Peets is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices11 records
Markets served
JDE Peets business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- At-Home Coffee and Tea Sales: Retail sales of packaged coffee and tea products for home consumption through grocery, retail, and e-commerce channels
- Out-of-Home/Professional Coffee Solutions: B2B coffee service for hotels, restaurants, offices, and hospitality businesses including equipment, supplies, and maintenance
- 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
JDE Peets product offering
Product offeringCore 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
Companies that use JDE Peets
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
JDE Peets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
JDE Peets partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Coffee Canopy Partnership (Airbus, Louis Dreyfus Company, Sucden, Neumann Kaffee Gruppe, Touton, Sucafina, Tchibo)coreJDE 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)coreKDP 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)coreDeployment 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 BrasilminorSustainable 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
JDE Peets competitors and assessment
Company assessmentBroad 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
JDE Peets social profiles
Digital presenceJDE Peets financial estimates
Financial estimateRevenue estimate
Valuation estimate
JDE Peets leadership team
Management profileNumber of profiles
JDE Peets subsidiaries and ownership
Company hierarchySubsidiaries15 records
JDE Peets funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JDE Peets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JDE Peets
What does JDE Peets do?
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.
Is JDE Peets a public or private company?
JDE Peets is a private company. It is classified as corporate owned and is currently acquired.
When was JDE Peets founded?
JDE Peets was founded in 1753. It employs 5,001 to 10,000 people.
Where is JDE Peets based?
JDE Peets is headquartered in Amsterdam, Netherlands, in the Europe region.
How does JDE Peets make money?
Three revenue lines are on record. At-Home Coffee and Tea Sales are the primary driver. The others are out-of-Home/Professional Coffee Solutions and product Sales (Total).
Who are JDE Peets's main competitors?
Broad incumbents on record are Nestlé (Nescafé/Nespresso) and Coca-Cola (Costa Coffee). Direct peers are Lavazza, Massimo Zanetti Beverage Group, Tchibo, Starbucks, Keurig Dr Pepper and Melitta Group. Strauss Group (Elite, TRES) is listed as a regional player. Farmer Bros. Co. is listed as an emerging player.
Does JDE Peets have an API?
No public API is recorded for JDE Peets.
What industry is JDE Peets in?
JDE Peets's product category is Coffee and Tea Manufacturing. Its primary akta.pro industry code is AFAFADAE, Ready-to-Drink (RTD) Coffee Manufacturing, with a secondary code of AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing. Its NAICS code is 311920 and its SIC code is 2080.