What moccona does

Moccona is a premium instant coffee brand in Australia, operated by Jacobs Douwe Egberts AU Pty Ltd (ABN 82 051 278 409), a wholly-owned subsidiary of JDE Peet's N.V. (Euronext Amsterdam: JDE). The brand was launched in the Netherlands in 1954 and introduced to Australia in 1960, where it has since become a mainstream household-name instant coffee, distributed primarily through major supermarket chains (Woolworths, Coles) and specialty retailers. Its core technology is freeze-dried instant coffee production using Arabica and Robusta blends, packaged in a signature cylindrical glass jar with a gold label and the heritage Douwe Egberts Red Seal logo.

The product portfolio spans traditional instant coffees (Classic Medium Roast, Classic Dark Roast, Espresso Style, Decaffeinated, Indulgence, Rich, French Style, Mocha Kenya Style, Ristretto, Hazelnut, Caramel), café-style sachets (cappuccino, latte, mocha, flavored variants, and sugar-free SKUs), liquid espresso sachets, protein-enriched coffee mixes, refill pouches, and Barista Reserve capsules. Supporting marketing channels include a recipe content hub, an upcycling/jar-inspiration platform, and multi-platform social media under the #InspiredByMoccona initiative.

Moccona generates revenue through consumer packaged goods sales via Australian grocery retail distribution. The business model is asset-light at the brand level — manufacturing, sourcing, and corporate functions sit with parent JDE Peet's — while Australian activity focuses on brand marketing, product range management, and retail channel execution. Pricing is not publicly disclosed. The customer base is split between mass-market at-home coffee consumers (primary) and a secondary Professional/foodservice line, with no named enterprise B2B customers of material scale in the public data.

Name

moccona

Legal name

Jacobs Douwe Egberts AU Pty Ltd

Website

https://moccona.com.au

Company type

Private

Founded year

1954

Operating status

Operating

Short description

Moccona is a premium instant coffee brand in Australia, owned by JDE Peet's and operated through Jacobs Douwe Egberts AU Pty Ltd, selling freeze-dried coffee, café-style sachets, liquid espresso, and protein coffee via major supermarket chains to at-home coffee consumers.

Ownership category

akta.pro rank

Product category

Packaged Instant Coffee

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industries

Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Instant coffee
• Freeze-dried coffee
• Cafe-style sachets
• Liquid espresso sachets
• Coffee capsules

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Moccona generates revenue through the sale of instant coffee products, café-style sachets, and liquid espresso sachets through retail distribution channels including supermarkets and grocery stores.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Moccona produces and markets premium instant coffee products, café-style sachets, and liquid espresso coffee formats for Australian consumers. The brand's portfolio spans classic instant coffees in various roasts, flavored variants, barista-style sachets for frothy cappuccinos and lattes, sugar-free options, protein-infused coffees, and refill pouches. Products are sold primarily through Australian supermarkets and grocery retail, complemented by a Professional division serving foodservice customers.

Product overview

Moccona is a premium coffee brand owned by JDE Peet's, offering a diverse portfolio of instant coffee products, cafe-style sachets, liquid espresso formats, and specialty beverages. The product range includes: (1) Traditional instant coffees in various roasts (Classic Medium Roast, Classic Dark Roast, Espresso Style, Decaffeinated, Specialty blends like Indulgence, Rich, French Style, Mocha Kenya Style, Ristretto) and flavored variants (Hazelnut, Caramel); (2) Cafe Style sachets including Cappuccino, Strong Cappuccino, Skim Cappuccino, Latte, Double Shot Latte, Vanilla Latte, Caramel Latte, Hazelnut Latte, Mocha, and Cinnamon Scroll Latte; (3) Sugar-free variants of popular sachets; (4) Liquid Espresso Coffee Sachets in Dark Roast, Medium Roast, Caramel, and Mocha flavors; (5) Protein-enriched coffee drinks (Latte +Protein, Caramel Latte +Protein); (6) Refill pouches for sustainable packaging; and (7) Barista Reserve capsules. The brand is known for its signature glass jar packaging and uses Arabica and Robusta bean blends.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Instant Coffee Range Premium freeze-dried instant coffee blends combining Arabica and Robusta beans in a variety of roasts (medium, dark, espresso-style, decaffeinated) and specialty variants such as Indulgence, Rich, Mocha Kenya Style, French Style, Ristretto. Designed for at-home instant coffee preparation.
• Flavored Instant Coffee
• Café Style Coffee Sachets
• Sugar-Free Café Style Sachets
• Liquid Espresso Coffee Sachets
• Protein-Infused Instant Coffee
• Instant Coffee Refill Pouches
• Barista Reserve Coffee Capsules
• Moccona Professional (Foodservice)

Quantifiable outcome

• 50% of Moccona jars made from recycled glass
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• TerraCycleminorStrategic or Co-development PartnerMoccona's parent company JDE partners with TerraCycle for coffee capsule recycling programs. TerraCycle provides waste management solutions for hard-to-recycle coffee packaging materials.
• JDE Peet's (Parent Company)coreOthersMoccona is a brand under JDE Peet's, operating within the Common Grounds sustainability programme. JDE Peet's provides corporate sustainability framework, responsible sourcing standards, and shared sustainability commitments including 100% responsibly sourced coffee by 2025.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nestlé (Nescafé): Global market leader in instant coffee with Nescafé brand, directly competing with Moccona across Australian supermarket shelves in instant, sachets, and flavored formats. Most direct comparable in product category, distribution channel, and target consumer.
• Lavazza: Italian coffee major with strong presence in Australia across instant, ground, capsule, and café-style formats. Premium positioning comparable to Moccona, overlapping product range (instant jars, sachets, capsules) and similar target consumer seeking café-style at home.
• Douwe Egberts: Sister brand under JDE Peet's portfolio. Direct peer in instant coffee, beans, and pads/sachets across European markets. Same parent, similar technology base, and overlapping heritage — provides direct brand-level benchmarking.
• Vittoria Coffee: Australian family-owned coffee brand producing espresso, instant, and capsule products. Direct competitor in Australian supermarket and foodservice channels with strong local heritage and similar premium positioning to Moccona.
• Robert Timms: Australian coffee brand owned by JDE Peet's, offering instant, ground, and café-style products. Closest direct competitor in Australian instant coffee segment, sharing parent company synergies and competing for the same shelf space.
• Grinders Coffee: Italian-Australian coffee brand offering espresso beans, instant, and pods. Comparable in Australian supermarket presence, café heritage, and target consumer seeking authentic Italian coffee experience at home.
• International Roast: Nestlé-owned Australian instant coffee brand competing directly with Moccona in mainstream supermarket instant segment. Closest price-positioned competitor targeting everyday instant coffee drinkers.

Broad incumbents

• Starbucks (at-home range): Global coffee leader with branded instant, capsule, and ready-to-drink products in Australian retail. Competes with Moccona for premium at-home coffee occasions and leverages the global Starbucks brand for premium positioning.
• Nespresso: Nestlé-owned capsule system leader competing for premium at-home coffee occasions in Australia. Targets same consumer seeking café-quality experience at home but via capsule format rather than instant.

Emerging players

• Campos Coffee: Australian specialty coffee roaster expanding from café heritage into retail beans, capsules, and instant formats. Emerging premium competitor representing the fresh/specialty trend that structurally pressures instant coffee categories like Moccona.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 moccona