NewCoffee
NewCoffee is a privately held Portuguese coffee company (4th largest in the country) that produces, distributes, and sells multi-brand roasted coffee blends across HoReCa, corporate, and home channels, leveraging six owned/licensed brands and a unique vertical PROBAT roasting system.
- Company typePrivate
- Founded2007
- HeadquartersParedes, Portugal
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What NewCoffee does
NewCoffee - Indústria Torrefatora de Cafés S.A. is a privately held Portuguese coffee company headquartered in Paredes and ranked as the 4th largest player in the Portuguese coffee market, employing more than 150 people. The company operates a multi-brand portfolio of six brands spanning premium (exclusive Lavazza distribution rights for the HoReCa channel), mass (Bogani), and heritage segments (Sanzala since 1963, Novo Dia since 1950, A Caféeira dating to the 19th century, and Caffècel since 1994), built largely through acquisitions completed between 2007 and 2016. Its core technology is the only vertical PROBAT coffee roasting installation in Portugal, with electronic process control from blend formulation through roasting, three cleaning phases, and vacuum packaging, complemented by an in-house technical assistance team for equipment installation and maintenance.
NewCoffee serves three primary customer segments: HoReCa (the core segment), corporate/office, and home/retail consumers, distributing through direct field sales, the new Online Professional Platform (Web and App, launched 2025), the bogani.pt e-commerce store, the Sanzala flagship retail store in Porto, and export partners across more than 20 countries. Revenue is generated from coffee product sales (beans, ground, capsules compatible with Nespresso and Dolce Gusto, pods, sachets), private label manufacturing, equipment and accessories sales, and recurring technical services under multi-year HoReCa contracts; pricing is quote-based and not publicly disclosed. The company is backed by four institutional shareholders (Super Bock Group, Portugal Ventures, Inter-Risco, and Iberpartners), holds PME Líder and SME Leader status from IAPMEI, and maintains IFS FOOD certification and Rainforest Alliance-certified SKUs.
NewCoffee firmographics
Firmographics- Name
- NewCoffee
- Legal name
- Indústria Torrefatora de Cafés S.A.
- Website
- https://newcoffee.pt
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NewCoffee is a privately held Portuguese coffee company (4th largest in the country) that produces, distributes, and sells multi-brand roasted coffee blends across HoReCa, corporate, and home channels, leveraging six owned/licensed brands and a unique vertical PROBAT roasting system.
- Ownership category
- akta.pro rank
NewCoffee industry classification
Industry- Product category
- Roasted Coffee Production
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Coffee Blending & Flavoring (AFAFADAC), Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Coffee, Espresso & Tea Appliances Retail (CRACADAC)
Keywords
Where NewCoffee is headquartered
LocationHeadquarters
- HQ city
- Paredes
- HQ country
- Portugal
- HQ region
- Europe
Offices4 records
Markets served
NewCoffee business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Coffee Product Sales: Sale of roasted coffee blends through multiple brands (Bogani, Lavazza, Novo Dia, Caffècel, Sanzala, A Caféeira) to HoReCa, Office, and Home channels. Products include beans, ground coffee, capsules (Nespresso and Dolce Gusto compatible), pods, and sachets.
- Private Label Manufacturing: Development and manufacture of coffee blends for private label brands under the NewCoffee group's production capabilities.
- Equipment and Accessories Sales: Sale of coffee machines, equipment, and accessories alongside coffee products, including Lavazza Blue system equipment.
- Technical Services: Own technical assistance team providing installation, maintenance, and support services for coffee equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | HoReCa Professional Channel - Multi-brand coffee solutions |
| Unit Pricing | Monthly | Office Channel - Bogani office coffee solutions |
| Unit Pricing | Pay-as-you-go | Home/Consumer Channel - Bogani retail products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
NewCoffee product offering
Product offeringCore offering
NewCoffee develops, roasts, and markets high-quality coffee blends under six brands (Bogani, Lavazza, Novo Dia, Caffècel, Sanzala, A Caféeira), supplying the HoReCa, office, and home channels. The company also provides coffee equipment, technical assistance, private label manufacturing, and professional barista training through its WeCoffee Academy, with a unique vertical PROBAT roasting system in Portugal.
Differentiator
Problem solved
Functional benefit
Brands
- Bogani: A young and energetic coffee brand aimed at an audience with an active and cosmopolitan lifestyle, present in HoReCa, Office and Home channels.
- Lavazza
- Novo Dia
- Caffècel
- Sanzala
- A Caféeira
Products and services
- Bogani Coffee Brand Portfolio Primary Portuguese coffee brand of NewCoffee with multiple product lines including Bogani Bio (organic), Superior (grain), Prestige (including Dark Roast variant), Selection, Special, Top Express, Coffee Break, Vending, Classic, Decaffeinated, and various pod and capsule formats (Nespresso and Dolce Gusto compatible). Sold through HoReCa, Office, and Home channels.
- Lavazza Coffee Brand Portfolio (Exclusive Portugal HoReCa Rights) Italian premium coffee brand (130+ years of history) distributed exclusively in Portugal by NewCoffee for the HoReCa channel. Includes Top Class, Galleria, Trastevere, Gran Espresso, DEK, Tierra Selection, Tierra Colombia, La Reserva de ¡Tierra! Cuba, Humeco, Kafa, and Lavazza Blue capsule system. Targeted at premium hospitality establishments.
- Novo Dia Coffee Brand Portfolio Coffee brand with blends recognized for balanced aroma, body, cream, and flavor. Specializes in roasting and marketing since 1950. Acquired by NewCoffee in April 2016.
- Caffècel Coffee Brand Portfolio Local Portuguese coffee brand from Cabeceiras de Basto (1994), positioned as pragmatic and close to the consumer, offering high quality coffee blends. Acquired by NewCoffee in June 2008.
- Sanzala Coffee Brand Portfolio Traditional Portuguese coffee brand from Porto (1963), known for quality coffee in the HoReCa channel and supported by a flagship Sanzala Coffee Roasters retail store in Porto selling daily roasted coffees from varied origins. Acquired by NewCoffee in December 2007.
- A Caféeira Coffee Brand Portfolio Heritage Portuguese coffee brand with over 150 years of tradition in coffee making across five generations, tracing origin to 19th-century Casa Chineza coffee and tea house in Lisbon. Acquired by NewCoffee in October 2009.
- Private Label Coffee Manufacturing Development and manufacture of coffee blends for private label brands utilizing NewCoffee group's production capabilities (PROBAT roasting, cleaning, vacuum packaging). B2B service for retailers and brands seeking outsourced coffee production.
- Coffee Equipment and Machines Sales Sale of coffee machines and equipment alongside coffee products, including Lavazza Blue system equipment and accessories. Distributed to HoReCa and Office channels.
- Technical Assistance Services Own technical assistance team providing installation, maintenance, and support services for coffee equipment used by HoReCa and Office customers.
- WeCoffee Training Program Professional development program including Barista & Coffee Extraction Courses, Professional Coffee Courses, customized menu implementation support, a Technical Committee, and an in-house Taster Team. Training Center located in Paredes, Portugal.
- Bogani Online Store (bogani.pt) Direct-to-consumer e-commerce platform for Bogani brand products, offering full range of formats for home consumption.
- Lavazza Tales of Italy Collection New Lavazza premium product line celebrating Italian flavors and lifestyle, inspired by Milan, Venice, and Rome. Targeted at the HoReCa channel.
- Bogani Prestige Dark Roast New Bogani Prestige variant featuring a balanced and full-bodied dark roast flavor profile for premium coffee enthusiasts.
- Bogani Superior Coffee Beans New Bogani Superior grain batch targeted at premium coffee enthusiasts.
- New Online Professional Platform Digital platform via Web and App enabling professional clients to place orders, request technical assistance, consult account balances and order history in real time, and access financial documentation and commercial conditions 24/7.
Quantifiable outcome
- 1,000+ coffee references commercialized
- +1 more outcomes
Companies that use NewCoffee
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
NewCoffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NewCoffee partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- LavazzacoreNewCoffee holds exclusive marketing rights for the Lavazza brand in Portugal for the HoReCa channel since November 2008. This partnership brings Italian espresso culture to Portuguese establishments with products including Lavazza Blue capsule system, Tierra sustainable line, and premium blends. Lavazza is the 3rd largest coffee operator worldwide.
- AMI (Associação de Música e Imagem)minorBogani brand partners with AMI for charitable initiatives including Christmas Mission. Bogani.pt December purchases donate 10% to AMI.
- Escola de Hotelaria e Turismo do AlgarveminorNewCoffee partnered with the hospitality school for coffee-based recipes development and training programs, reinforcing educational relationship in the tourism sector.
- Rainforest AllianceminorCertification partnership for sustainable coffee sourcing. Lavazza Tierra products and some Bogani products carry Rainforest Alliance certification.
- Lavazza FoundationminorPartnership supporting coffee producing communities through Lavazza Foundation initiatives in Cuba and other origins, focusing on forest preservation, agricultural practices, and farmer empowerment.
- Casa da MúsicaminorNewCoffee is a patron (Mecenas) of Casa da Música, Porto's premier concert hall, supporting cultural activities.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
NewCoffee competitors and assessment
Company assessmentDirect peers
- Delta Cafés: Portugal's largest coffee roaster and the dominant player in the domestic HoReCa and retail market. Directly comparable to NewCoffee as a Portuguese coffee manufacturer serving similar channels (HoReCa, office, home) with multi-brand portfolio and national distribution.
- Segafredo Zanetti Massetti: Italian coffee company with strong HoReCa and out-of-home consumption focus, operating a global distributor/factory model similar to NewCoffee's structure. Comparable product range (beans, ground, capsules, pods) and B2B service offering.
- Dallmayr Kaffee: German premium coffee roaster with strong HoReCa, office coffee service, and retail presence. Comparable in product breadth (beans, capsules, pods), premium positioning, and multi-channel B2B distribution.
- Cafés Delta Q: Portuguese capsule and coffee brand under Delta Cafés, focused on the single-serve capsule segment. Directly comparable to NewCoffee's Bogani capsule line and Lavazza Blue portfolio in competing for Portuguese capsule/pod consumers.
Others
- Lavazza: Italian premium coffee company (3rd largest coffee operator globally) and exclusive partner to NewCoffee for the Portuguese HoReCa channel. While a partner, Lavazza is also a global peer operating in the same roasted/blended coffee category with similar product formats and HoReCa focus.
Broad incumbents
- Nestlé Portugal (Nescafé / Buondi): Multinational beverage giant with major Portuguese market share through brands including Buondi (a legacy Portuguese coffee brand). Competes broadly in retail coffee, capsules, and HoReCa with greater scale and marketing resources than NewCoffee.
- JDE Peet's (Jacobs Douwe Egberts): Global coffee and tea group operating brands like Jacobs, Senses, and Pilão across European and emerging markets. Overlaps with NewCoffee in roasted coffee, capsules, and HoReCa distribution through multinational portfolio scale.
- Massimo Zanetti Beverage Group: Italian-headquartered multinational coffee group owning brands like Boncafé and Kabalo. Operates roasting/factory model similar to NewCoffee across Iberia and Europe, with both branded and private-label offerings.
- Strauss Group (Elite Coffee / Sabra): International food and beverage group with significant coffee operations across Europe, the Middle East, and Brazil. Comparable in operating private-label and branded coffee manufacturing at scale.
Regional players
- Café Nicola: Historic Portuguese coffee brand (since 1927) with strong domestic presence in HoReCa and retail. Directly comparable to NewCoffee's heritage brands (Sanzala, A Caféeira, Novo Dia) in targeting Portuguese coffee consumers and HoReCa establishments.
Market position
Strengths3 records
Weaknesses5 records
Competitive moat5 records
Key risks4 records
Key highlights7 records
Customer concentration
NewCoffee social profiles
Digital presenceNewCoffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewCoffee leadership team
Management profileNumber of profiles
NewCoffee subsidiaries and ownership
Company hierarchySubsidiaries6 records
NewCoffee funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewCoffee 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 NewCoffee
What does NewCoffee do?
NewCoffee develops, roasts, and markets high-quality coffee blends under six brands (Bogani, Lavazza, Novo Dia, Caffècel, Sanzala, A Caféeira), supplying the HoReCa, office, and home channels. The company also provides coffee equipment, technical assistance, private label manufacturing, and professional barista training through its WeCoffee Academy, with a unique vertical PROBAT roasting system in Portugal.
Is NewCoffee a public or private company?
NewCoffee is a private company. It is classified as venture growth investor backed and is currently operating.
When was NewCoffee founded?
NewCoffee was founded in 2007. It employs 101 to 250 people.
Where is NewCoffee based?
NewCoffee is headquartered in Paredes, Portugal, in the Europe region.
How does NewCoffee make money?
Four revenue lines are on record. Coffee Product Sales are the primary driver. The others are private Label Manufacturing, equipment and Accessories Sales and technical Services.
Who are NewCoffee's main competitors?
Direct peers on record are Delta Cafés, Segafredo Zanetti Massetti, Dallmayr Kaffee and Cafés Delta Q. Lavazza is listed as an others. Broad incumbents are Nestlé Portugal (Nescafé / Buondi), JDE Peet's (Jacobs Douwe Egberts), Massimo Zanetti Beverage Group and Strauss Group (Elite Coffee / Sabra). Café Nicola is listed as a regional player.
Does NewCoffee have an API?
No public API is recorded for NewCoffee.
What industry is NewCoffee in?
NewCoffee's product category is Roasted Coffee Production. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of AFAFADAC, Coffee Blending & Flavoring. Its NAICS code is 311920 and its SIC code is 2080.