JDE Peet’s Unveils ‘Reignite the Amazing’ Strategy to Drive Profitable Growth
July 08 - 2025
Coffee Geography Magazine
JDE Peet’s, unveils its new brand-led strategy, Reignite the Amazing, aimed at accelerating sustainable value creation and unlocking long-term growth. The strategy outlines a clear roadmap to enhance performance, strengthen market relevance, and shape the company’s future.
At the heart of the strategy are three Big Bets—Peet’s, L’OR, and a portfolio of ten local iconic brands led by Jacobs—selected for their ability to meet evolving consumer demands and drive sustained growth. Supporting this transformation is a three-phased strategic framework focused on simplifying the portfolio and organizational model, boosting operational efficiency, and delivering EUR 500 million in net savings, with over 50% realized by the end of 2027.
Half of these savings will be reinvested into high-potential growth initiatives and key capabilities, while the remaining half will bolster profitability. Additionally, the company plans to expand its global footprint through new growth avenues, reinforcing its leadership in the coffee industry.
Rafael Oliveira - JDE Peets- Chief Executive Officer
CEO Rafa Oliveira on the Vision for Growth commented “JDE Peet’s is a fantastic company with strong foundations,” said Rafa Oliveira, CEO of JDE Peet’s. “As the world’s largest pure-play coffee company, we are uniquely positioned to capture the long-term opportunities this resilient and vibrant coffee category offers.”
He emphasized that the Reignite the Amazing strategy combines the scale and expertise of an industry leader with the agility and innovation of a startup. “Backed by our iconic brands and a challenger mindset, we will execute with excellence to deliver sustained value for stakeholders and achieve top-tier shareholder returns in the CPG sector,” Oliveira added.
JDE Peet’s serves approximately 4,400 cups of coffee per second across more than 100 markets, supported by a robust portfolio of leading brands such as Peet’s, L’OR, Jacobs, Douwe Egberts, Kenco, Pilao, OldTown, Super, and Moccona. In 2024, the company reported total sales of EUR 8.8 billion and employed over 21,000 people worldwide.
With this bold new strategy, JDE Peet’s aims to reinforce its market share while driving innovation, efficiency, and sustainable growth in the dynamic global coffee industry.