Sara Lee Corp unveils name for coffee and tea business

As Sara Lee Corporation becomes two publicly held, pure-​play companies, the company has revealed that its International Coffee and Tea company will be named DE Master Blenders 1753.

DE Master Blenders 1753 is operating across Europe, Brazil, Australia and Thailand under brands such as Douwe Egberts, Senseo, L’OR EspressO, Marcilla, Pilão, Moccona, Pickwick and Hornimans.

Michiel Herkemij, executive vice president and chief executive officer, Sara Lee International Beverage, said: “With a brand that is beloved worldwide and has been for centuries, this new name and brand identity is the logical next step in our strategy. DE Master Blenders 1753 expresses what we have become as an organisation, as well as what we aspire to be — the best blenders in the world — transcending the boundaries of traditional companies and bringing innovations that enhance and improve the way the world enjoys coffee and tea.”

 

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