Pelican Rouge
Pelican Rouge is a 1863-founded Belgian heritage coffee brand, operated under Selecta Group, that provides sustainably sourced, certified coffee — including whole beans and professional capsules — to corporate and public sector clients across Europe via fully managed office coffee and vending services.
- Company typePrivate
- Founded1863
- HeadquartersRuislip, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Pelican Rouge does
Pelican Rouge is a heritage coffee brand founded in 1863 in Belgium and currently operated as a brand under Selecta International (Selecta Group), one of Europe's leading vending and office coffee service providers. The company specializes in coffee roasting, blending, and exporting, and offers a portfolio that includes whole-bean coffee and Professional Capsules — barista-quality single-serve formats targeting office and hospitality environments. Its core technical competency is the artisanal calibration of roast profiles and blends to local market preferences, supported by trained service professionals who tune machine settings in harmony with the blends.
The business serves two primary customer segments: business and corporate organizations requiring workplace coffee and refreshment solutions, and public sector entities. Distribution is executed through Selecta Group's pan-European vending and office coffee service network spanning 14+ countries (Austria, Belgium, Denmark, Finland, France, Germany, Great Britain, Ireland, Italy, Netherlands, Norway, Spain, Sweden, and Switzerland). Go-to-market is enterprise field sales with a direct enquiry funnel and quote-based pricing; revenue is generated through a subscription / recurring fully managed service model encompassing equipment provision, installation, ongoing maintenance, and coffee supply.
The brand differentiates through Rainforest Alliance and Fairtrade certifications, recyclable packaging, and a stated commitment to 100% climate-compensated coffee by 2025. As a brand within Selecta's portfolio rather than a standalone entity, Pelican Rouge has no independent funding history, no disclosed financials, and no standalone M&A or leadership events on record; strategic direction and operational execution are integrated with the parent group's broader vending, unmanned retail, and water service lines.
Pelican Rouge firmographics
Firmographics- Name
- Pelican Rouge
- Website
- https://pelicanrouge.com
- Company type
- Private
- Founded year
- 1863
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Pelican Rouge is a 1863-founded Belgian heritage coffee brand, operated under Selecta Group, that provides sustainably sourced, certified coffee — including whole beans and professional capsules — to corporate and public sector clients across Europe via fully managed office coffee and vending services.
- Ownership category
- akta.pro rank
Pelican Rouge industry classification
Industry- Product category
- Office Coffee Services
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Single-Serve Coffee (Pods, Capsules) (CRADAHAH)
Keywords
Where Pelican Rouge is headquartered
LocationHeadquarters
- HQ city
- Ruislip
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pelican Rouge business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Office Coffee Service: Provides quality coffee solutions to businesses and organizations through office coffee machines, professional capsules, and vending machines. The service includes fully managed solutions with equipment provision and ongoing coffee supply.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | B2B office coffee service packages |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Pelican Rouge product offering
Product offeringCore offering
Pelican Rouge provides premium sustainably sourced coffee, including roasted bean coffee and professional capsules, to businesses and public-sector organizations across Europe. The brand is delivered through Selecta Group's office coffee machines, coffee vending machines, and managed service infrastructure, combining equipment provision, installation, maintenance, and ongoing coffee supply under a subscription-style arrangement.
Product overview
Pelican Rouge is a premium coffee brand under Selecta Group offering a portfolio of coffee solutions including whole bean coffee and professional capsules. The brand emphasizes sustainable sourcing with Rainforest Alliance and Fairtrade certifications, recyclable packaging, and a commitment to climate compensation by 2025. The offerings serve office coffee service and professional hospitality environments across European markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Pelican Rouge Coffee Premium sustainably sourced coffee brand under Selecta Group, featuring Rainforest Alliance and Fairtrade certifications with recyclable packaging and a commitment to 100% climate compensation by 2025. Offered as whole bean coffee for businesses and hospitality settings across European markets.
- Pelican Rouge Professional Capsules Barista-quality coffee capsules designed for professional use, targeting office environments and hospitality settings. Provides convenient capsule-based premium coffee for staff and guests in commercial environments.
Quantifiable outcome
- 100% climate compensated coffee by 2025
- +1 more outcomes
Companies that use Pelican Rouge
Customer profileSegments2 records
Ideal customer profiles2 records
Pelican Rouge technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Pelican Rouge partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Selecta GroupcorePelican Rouge operates as a brand under Selecta Group, one of Europe's leading coffee and vending service providers. The brand leverages Selecta's infrastructure for distribution, service, and customer access across multiple European countries including Austria, Belgium, Denmark, Finland, France, Germany, Great Britain, Ireland, Italy, Netherlands, Norway, Spain, Sweden, and Switzerland.
- Rainforest AllianceminorPelican Rouge coffee is certified by Rainforest Alliance, ensuring sustainable farming practices and environmental responsibility in coffee sourcing.
- FairtrademinorPelican Rouge coffee is certified by Fairtrade, ensuring fair compensation and ethical trading practices for coffee farmers and producers.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Pelican Rouge competitors and assessment
Company assessmentDirect peers
- Segafredo Zanetti: Italian espresso and coffee brand that, like Pelican Rouge, is offered through Selecta Group's office coffee service portfolio in Europe, with capsule and bean SKUs targeting the same B2B workplace customers.
- Lavazza: Major Italian roasted coffee brand with a substantial office coffee service and capsule (A Modo Mio / Espresso Point) business across Europe, directly competing for the same enterprise OCS accounts Pelican Rouge serves.
- illy: Premium Italian coffee brand with a dedicated OCS and capsule (IperEspresso) line, competing in the same premium workplace coffee segment as Pelican Rouge, particularly in hospitality and corporate settings.
- Tchibo: German coffee company with a strong OCS and at-work coffee business in DACH and broader Europe, directly comparable to Pelican Rouge in segment, channel, and sustainability positioning.
- Massimo Zanetti Beverage Group: Global coffee brand owner (Segafredo Zanetti, Boncafé, Hills Bros.) with a significant OCS and foodservice coffee business in Europe, making it a close comparable to Pelican Rouge as a multi-brand B2B coffee operator.
Broad incumbents
- JDE Peet's (Jacobs Douwe Egberts): One of the largest coffee companies in the world, operating B2B and OCS channels with brands like Jacobs, Douwe Egberts, L'OR, and Peet's. Competes with Pelican Rouge for enterprise accounts at greater scale and with broader product depth.
- Nestlé Professional (Nescafé): Global beverage giant with the Nescafé and Nespresso Professional lines targeting offices and HoReCa. It is also a sibling brand on the Selecta platform, directly overlapping with Pelican Rouge's B2B OCS offering.
- Starbucks (at Work / Selecta partnership): Global coffee brand with a dedicated 'Starbucks at Work' OCS line, and a sibling brand on the Selecta platform, giving it the same pan-European distribution as Pelican Rouge plus far higher consumer brand recognition.
- Costa Coffee: UK-originated mass-market coffee brand (owned by Coca-Cola) with a meaningful professional and capsule offering, competing with Pelican Rouge in UK and European workplace channels.
Regional players
- Bewley's: Ireland-based coffee and tea company with B2B foodservice and office coffee presence, comparable to Pelican Rouge in segment but more regionally focused on Ireland and the UK rather than continental Europe.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Pelican Rouge compliance and trust
Trust signalCompliance2 records
Pelican Rouge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pelican Rouge leadership team
Management profileNumber of profiles
Pelican Rouge funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pelican Rouge 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 Pelican Rouge
What does Pelican Rouge do?
Pelican Rouge provides premium sustainably sourced coffee, including roasted bean coffee and professional capsules, to businesses and public-sector organizations across Europe. The brand is delivered through Selecta Group's office coffee machines, coffee vending machines, and managed service infrastructure, combining equipment provision, installation, maintenance, and ongoing coffee supply under a subscription-style arrangement.
Is Pelican Rouge a public or private company?
Pelican Rouge is a private company. It is classified as corporate owned and is currently operating.
When was Pelican Rouge founded?
Pelican Rouge was founded in 1863. It employs 251 to 500 people.
Where is Pelican Rouge based?
Pelican Rouge is headquartered in Ruislip, United Kingdom, in the Europe region.
How does Pelican Rouge make money?
One revenue line is on record: office Coffee Service.
Who are Pelican Rouge's main competitors?
Direct peers on record are Segafredo Zanetti, Lavazza, illy, Tchibo and Massimo Zanetti Beverage Group. Broad incumbents are JDE Peet's (Jacobs Douwe Egberts), Nestlé Professional (Nescafé), Starbucks (at Work / Selecta partnership) and Costa Coffee. Bewley's is listed as a regional player.
Does Pelican Rouge have an API?
No public API is recorded for Pelican Rouge.
What industry is Pelican Rouge in?
Pelican Rouge's product category is Office Coffee Services. Its primary akta.pro industry code is CRADAHAH, Single-Serve Coffee (Pods, Capsules). Its NAICS code is 311920 and its SIC code is 2080.