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JDE Peet’s kicks off the introduction of Maxwell House and Moccona Cold Brew in China

JDE Peet’s kicks off the introduction of Maxwell House and Moccona Cold Brew in China

November 11 - 2021 Coffee Geography Magazine

JDE Peet’s announced the entry of Maxwell House and Moccona into the growing Cold Brew Pure Instant segment in China as part of the company’s reignited global investment agenda. The on-trend Cold Brew Pure Instant coffee innovations launched in June 2021, have seen very encouraging growth and consumer responses, in the highly competitive Chinese market. The Maxwell House range offers consumers a Cold Brew Pure Instant coffee in the form of a 1.8g shot, while the Moccona range provides a premium and stronger alternative in the form of a 2.8g Cold Brew Pure Instant coffee shot. The rise of the Instant Specialty segment supports the strong growth of the coffee category in China, alongside traditional tea drinking rituals.

maxwell house cold brew

“JDE Peet’s is committed to supporting the growing trend of Chinese coffee consumption and we are working closely with our strategic partner Hillhouse Capital to continue to develop and expand our range of innovative products,” said Frank Wang, General Manager, JDE Greater China. “The level of consumer interest in the new Maxwell House and Moccona range reaffirms our strong brand portfolio and demonstrates our continued commitment to meeting the evolving needs of Chinese coffee consumers by accelerating our new products in the market and continuing to blur the lines between traditional coffee categories in Asia.”

The new product entry demonstrates the company’s accelerating ambitions for the Chinese market where “on-the-go” coffee consumption continues to fuel local coffee segment growth. In 2020, JDE Peet’s doubled its network of coffee stores in China, and has continued this trend in 2021, with an additional 40 Peet’s coffee stores opened during the first half of 2021.

Through a portfolio of over 50 brands, the company penetrates in more than 100 developed and emerging markets with household names such as L’OR, Peet’s, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona. In 2020, JDE Peet’s generated total sales of EUR 6.7 billion and employed a global workforce of more than 19,000 employees.

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