Strauss Coffee

What Strauss Coffee does

Strauss Coffee B.V. is a top-10 global coffee company headquartered in Amsterdam, Netherlands, and wholly owned by Strauss Group (publicly traded on the Tel Aviv Stock Exchange). Operating across 10 countries with 14 production sites and 6,000+ employees, the company manages a portfolio of 16+ local coffee brands including Elite Coffee (Israel, ~60-year heritage), MK Cafe (Poland), Doncafé (Romania/Serbia, since 1994), Chernaya Karta (#1 in Russian instant coffee), Ambassador (Russia/Ukraine), Fort (Poland/Ukraine value leader for 20+ years), Amigo (Romania soluble leader since 1982), Chorna Karta (Ukraine), Pedro's (Poland), and the Brazilian brands Três Corações, Santa Clara, and Tres held through a 50/50 joint venture with São Miguel Group. The Brazilian JV alone holds 20%+ market share of Brazil's coffee market and sources approximately 3 million bags of green coffee annually.

The company's core technology centers on coffee processing rather than software: the NDKW facility in Germany produces over 4,500 tons per year of freeze-dried instant coffee using advanced Micro Grinding technology that protects roast & grind particles inside freeze-dried coffee, supplying Russia, Ukraine, Poland, Romania, and Israel. The Coffee Technology Centre near Tel Aviv serves as the global R&D facility for product development and roasting optimization, while the Doncafé brand uses an "Aroma Expert System" for aroma protection in packaging. Strauss runs a centralized green coffee procurement office in Zug, Switzerland that manages all raw-material purchasing and price-risk hedging for the group (excluding Brazil), governed by a formal Green Coffee Hedge Committee chaired by the COO.

Strauss operates a "glocal" business model that combines local brand autonomy with global scale benefits. Revenue is generated across retail (supermarkets, convenience stores), Away-from-Home/HoReCa (hotels, restaurants, cafés, offices, vending, institutions), and emerging direct-to-consumer e-commerce channels including mkfresh.pl for freshly roasted coffee delivery in Poland. The product portfolio spans roast & ground, instant, espresso, capsules, and ready-to-drink formats. Strauss Group's coffee operations were the primary driver of the parent group's 12.4% year-on-year revenue growth reported in Q1 2023, with coffee accounting for approximately 50% of group sales volumes.

Name

Strauss Coffee

Legal name

Strauss Coffee B.V.

Website

https://strausscoffee.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Strauss Coffee B.V. is a top-10 global coffee company operating across 10 countries with 16+ local heritage brands, 14 production sites, and 6,000+ employees. It produces roast & ground, instant, capsule, and freeze-dried coffee, with a 50/50 Brazilian JV (Três Corações) holding 20%+ market share.

Ownership category

akta.pro rank

Product category

Roast and Ground and Instant Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industries

RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD)

Keywords

• Roast and ground coffee
• Instant freeze-dried coffee
• Coffee capsules and beans
• Coffee HoReCa services
• Private label coffee brands

Headquarters

HQ city

Amstelveen

HQ country

Netherlands

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Coffee Product Sales: Strauss Coffee generates revenue primarily through the sale of coffee products including roast & ground, instant, capsules, and coffee mixes across retail, e-commerce, and Away from Home channels. The company operates in 10 countries with 16+ local brands and 14 production sites. Brazil operates as a 50/50 joint venture with Três Corações covering all coffee segments plus non-coffee products.
2. Away from Home (AFH) Services: Professional coffee services and equipment provision to hotels, restaurants, cafés, offices, and institutions through dedicated AFH divisions in each market

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Strauss Coffee manufactures and sells a multi-format coffee product portfolio (Roast & Ground, instant/freeze-dried, espresso, capsules, Ready-to-Drink, and coffee mixes) under 16+ local brands across 10 countries, complemented by Away from Home (HoReCa) professional coffee services and equipment for hotels, restaurants, cafés, offices, and institutions. Revenue is generated primarily through branded consumer coffee product sales, with an additional stream from professional AFH services and exports.

Product overview

Strauss Coffee is a leading global coffee company operating as a pure-play coffee business among the top 10 in the world. The company manages a diverse portfolio of local coffee brands across 10 countries, offering products across multiple formats including Roast & Ground, instant, espresso, capsules, and Ready-to-Drink (RTD) beverages. Core brands include Elite Coffee (Israel), MK Cafe (Poland), Doncafé (Romania/Serbia), Ambassador (Russia/Ukraine), BeanZ (premium distinctive coffees), Chernaya Karta (Russia instant leader), Fort (value segment), Amigo (Romania instant leader), Chorna Karta (Ukraine mainstream), and Pedro's Active (Poland active lifestyle). Through the Três Corações joint venture in Brazil, the company also operates Santa Clara and Tres brands. Production capabilities include the NDKW freeze-dried plant in Germany, while the MK Café Fresh e-commerce service delivers freshly roasted coffee direct to consumers. The company operates 14 production sites and over 6,000 employees globally, managed from headquarters in Amsterdam with R&D at the Coffee & Technology Centre near Tel Aviv.

Differentiator

Problem solved

Functional benefit

Brands

• Elite Coffee: Premium coffee brand in Israel with nearly 60 years of heritage, operating in all categories from R&G to instant, espresso, capsules and RTD
• BeanZ
• MK Cafe
• Ambassador
• Doncafe
• Amigo
• Chernaya Karta
• Chorna Karta
• Fort
• Pedro's
• Tres Coracoes
• Santa Clara
• Tres

Products and services

• Elite Coffee Flagship Israeli coffee brand operating for nearly 60 years, offering coffee across Roast & Ground, instant, espresso, capsules, and Ready-to-Drink (RTD) formats, and operating the Café Elite on-the-go coffee chain in train stations, hospitals, universities, and workplaces.
• MK Cafe Polish premium coffee brand cooperating with world baristas for over 10 years, offering high-quality Roast & Ground, beans, instant coffee, and professional Away From Home products, plus freshly roasted coffee via the mkfresh.pl e-commerce platform.
• Doncafé Serbian and Romanian coffee brand producing high-quality Roast & Ground coffee since 1994 using the Aroma Expert System, available in beans, capsules, and cialdes for retail and HoReCa markets.
• Ambassador Premium European coffee brand available in Russia and Ukraine, offering high-quality coffee in multiple variants including Platinum, Gold Label, Blue Label, Black Label, capsules, and beans.
• BeanZ Premium distinctive coffee brand available in Romania and Israel, offering seasonal and limited-edition single-origin coffees with authentic stories of producers.
• Chernaya Karta Leading coffee brand in Russia's instant coffee market, offering rich-tasting and aromatic instant and natural coffee products at affordable prices with uncompromising quality.
• Fort Value-oriented coffee brand available in Poland and Ukraine for over 20 years, offering strong and intense flavour from finely ground 100% coffee beans.
• Amigo Romania's market-leading soluble/instant coffee brand since 1982, providing energy and instant coffee for people on the go.
• Chorna Karta Largest brand in the Strauss Ukraine portfolio, a mainstream power brand in the freeze-dried and Roast & Ground categories.
• Pedro's Active Polish active-lifestyle coffee brand providing positive energy and intense taste through a special bean roasting process.
• Três Corações Leading coffee brand in Brazil via the 50/50 joint venture with the São Miguel Group, covering all coffee segments in retail and Away From Home including Roast & Ground, cappuccino, instant coffee, and capsules.
• Santa Clara Traditional Brazilian coffee brand under the Três Corações joint venture, one of the leading coffee brands in Brazil.
• Tres Brazilian coffee brand under the Três Corações joint venture, part of the leading coffee company covering all coffee segments.
• MK Café Fresh (Freshly Roasted Coffee E-commerce) Direct-to-consumer freshly roasted coffee delivery service in Poland via the mkfresh.pl platform, delivering within 24 hours of roasting to ensure freshness up to 14 days.
• Professional HoReCa Coffee Offering Away from Home (HoReCa) professional coffee products, equipment, and services for hotels, restaurants, cafés, offices, hospitals, and institutions, delivered through dedicated AFH divisions in each operating country (e.g., the Fritz Storm professional coffee line in Poland).

Quantifiable outcome

• 12.4% year-on-year group revenue growth in Q1 2023
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• World Coffee Research (WCR)minorStrategic or Co-development Partner · 1 January 2023Strauss Coffee participates in WCR's efforts to intensify robusta sector research, supporting the potential robusta breeding program and the Innovea Global Coffee Breeding Network.
• Sustainable Harvest Coffee ImportersminorStrategic or Co-development Partner · 1 January 2017Partnership to introduce innovative incentive programs for women coffee farmers in Colombia as part of Strauss Coffee's More Than a Cup sustainability initiative.
• Relationship Coffee InstituteminorStrategic or Co-development Partner · 1 January 2017Partnership to support women-led coffee farming cooperatives globally, promoting sustainable and better-quality coffee production while empowering women in coffee communities.
• Norddeutsche Kaffeewerke GmbH (NDKW) OwnersminorOEM/ Whitelabel/ Licensing Partner · 1 January 2012Strauss Coffee leased the NDKW freeze-dried instant coffee plant in Germany from 2012. In December 2016/ March 2017, Strauss Coffee exercised the purchase option to acquire full ownership of NDKW for €32.1 million plus waiver of €17.9 million loan outstanding.
• São Miguel GroupcoreStrategic or Co-development Partner · 1 December 200550/50 joint venture formed in December 2005 merging Strauss Coffee's Brazil operations with Santa Clara S.A. (São Miguel Group), creating Três Corações Group - the leading coffee company in Brazil. The JV covers all coffee segments and non-coffee products, with partnership extended for another 20 years in November 2022. Três Corações sources 3 million bags of green coffee annually and holds over 20% market share in Brazil.
• Global Coffee Platform (GCP)minorOthersStrauss Coffee is a member of GCP, the largest multi-stakeholder initiative facilitating collective actions and scaling investments for sustainability in coffee production.
• PepsiCo, Danone, HaierminorStrategic or Co-development PartnerStrauss Group (parent company) has partnered with these global food and beverage leaders as part of its broader business activities beyond coffee.
• 4C (Common Code for the Coffee Community)minorStrategic or Co-development PartnerStrauss cooperates with 4C certification system by including 4C certified sustainable coffee in its purchasing policies, supporting sustainability standards in green coffee supply chain.
• Fritz Storm (World Barista Champion)minorStrategic or Co-development PartnerProfessional coffee line developed with world barista champion Fritz Storm for Strauss Coffee Poland's HoReCa segment, creating professional-grade products for local tastes.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Paulig Group: Finnish family-owned coffee company with strong Nordic and Baltic presence, plus growing international coffee business. Comparable portfolio across instant, R&G, and capsules, and similar family-ownership, sustainability-focused profile.
• Melitta Group: German family-owned coffee and filter paper company with significant European coffee business. Competes with Strauss in roast & ground, whole bean, and increasingly capsules in European markets. Similar capital-intensity and family-ownership profile.
• Lavazza Group: Italian family-controlled coffee company with comparable product portfolio (roast & ground, capsules, beans) and similar mix of owned brands plus private-label/co-packing. Direct competitor in European premium coffee markets and global foodservice.
• Massimo Zanetti Beverage Group: Italian privately held coffee company with operations in roaster and coffee production across Europe, Americas, and Asia. Comparable portfolio in R&G, capsules, and private-label services; competes in similar foodservice and retail channels.
• Tchibo GmbH: German family-owned coffee company with strong retail and food-service presence in Central and Eastern Europe. Competes directly with Strauss Coffee brands in Poland, Germany, and other CEE markets in R&G and capsule segments.

Broad incumbents

• JDE Peet's (JDE Peet's N.V.): JDE Peet's is one of the largest pure-play coffee companies globally (Jacobs, Douwe Egberts, L'OR, Peet's Coffee) and a direct competitor in roast & ground, instant, and capsules across European markets where Strauss operates. Highly comparable business model and geographic overlap.
• D.E Master Blenders 1753 / prior JDE: Pre-merger D.E Master Blenders 1753 was a direct competitor in European instant and R&G coffee, particularly in Eastern European markets where Strauss has dominant share. Operational overlap makes it a natural benchmark.
• Nestlé S.A. (Coffee segment): Nestlé operates the world's largest coffee business (Nescafé, Nespresso, Starbucks CPG). Competes with Strauss in instant, capsules, and RTD across nearly all 10 countries. Critical benchmark for scale, R&D, and premiumization.

Others

• Instanta S.A. (now part of Strauss Russia): Polish-origin instant coffee manufacturer acquired by Strauss in 2013; useful as a precedent for instant coffee manufacturing consolidation in Eastern Europe and a benchmark for freeze-dried production economics.
• Strauss Group (Parent): Strauss Group is the publicly listed parent on Tel Aviv Stock Exchange that owns 100% of Strauss Coffee. As a diversified food and beverage group (water, dairy, snacks, coffee), it provides the strategic capital and listed-parent context for Strauss Coffee's governance and reporting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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 Strauss Coffee