JDE Peet's
A Dutch multinational coffee and tea company with a portfolio spanning packaged coffee, tea, hot chocolate and coffee-service systems.
Last updated August 25, 2026
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Overview
JDE Peet's is a Dutch multinational beverage company headquartered in Amsterdam and focused primarily on coffee and tea. Its portfolio includes more than 50 brands across packaged coffee, instant coffee, coffee pods and capsules, tea, hot chocolate, and out-of-home beverage services. The company sells through supermarkets, convenience stores, e-commerce, cafés, restaurants, offices, hospitality venues and other food-service channels. The business combines two long-running coffee traditions. One predecessor was Douwe Egberts, a Dutch company whose origins are commonly traced to a grocery shop established in 1753. The other was Peet's Coffee, founded in Berkeley, California, in 1966 by Dutch-born entrepreneur Alfred Peet. The modern corporate structure developed through a series of ownership changes and combinations involving Sara Lee, D.E Master Blenders 1753, Mondelez International and JAB Holding Company. Douwe Egberts became part of Sara Lee in 1978. Sara Lee later separated its coffee and tea operations into D.E Master Blenders 1753 in 2012. JAB acquired D.E Master Blenders in 2013 and combined it with Mondelez International's coffee business in 2014, creating Jacobs Douwe Egberts. Separately, JAB acquired Peet's Coffee in 2012. Jacobs Douwe Egberts and Peet's Coffee were merged in December 2019, producing JDE Peet's. JDE Peet's completed an initial public offering on Euronext Amsterdam in May 2020. The offering raised approximately $2.5 billion and valued the company at about $17.3 billion, according to contemporary reporting. JAB has remained the controlling shareholder. In 2024, JAB agreed to acquire Mondelez International's remaining 17.6 percent stake for approximately €2.16 billion, increasing JAB's ownership to about 68 percent. The company operates a multi-brand strategy rather than presenting a single global identity. Its brands include Jacobs, Douwe Egberts, Peet's Coffee, L'OR, Gevalia, Kenco, Moccona, Pickwick, Senseo, Tassimo, Maxwell House in markets outside North America, and a range of regional coffee and tea names. This portfolio allows JDE Peet's to serve different preparation methods, price points, taste preferences and national coffee cultures. Peet's also has a specialty-coffee position through its cafés and related brands, while the broader group has substantial mass-market and institutional distribution. In 2022, the company attracted criticism for continuing to operate in Russia after the invasion of Ukraine. Management said coffee and tea were essential products, that it wanted to protect local employees, and that its intellectual property could be seized if the business withdrew. In August 2025, Keurig Dr Pepper announced an agreement to acquire JDE Peet's for $18 billion and said it intended to combine Peet's with its existing coffee activities and place them in a new corporate entity. The supplied reference describes this as an announced acquisition; its completion status and any resulting change in listing status require verification.
History
JDE Peet's developed from the consolidation of several historic coffee and tea businesses. Douwe Egberts traces its origins to a Dutch grocery shop founded in 1753 and became an important coffee business in the Netherlands and other markets. Sara Lee acquired Douwe Egberts in 1978. In 2012, Sara Lee separated its coffee and tea division into D.E Master Blenders 1753, allowing the operation to pursue a more focused strategy. JAB Holding Company acquired D.E Master Blenders in 2013 for a reported $9.8 billion. In 2014, D.E Master Blenders was combined with the coffee division of Mondelez International. That transaction created Jacobs Douwe Egberts, generally known as JDE, and established a large international platform spanning branded coffee and tea products. The second major predecessor was Peet's Coffee. Alfred Peet, a Dutch-born coffee entrepreneur, opened the first Peet's location in Berkeley, California, in 1966. The company became associated with dark-roasted coffee and a specialty-coffee retail model. JAB acquired Peet's in 2012. Under subsequent ownership, Peet's expanded its brand family through acquisitions including Mighty Leaf Tea in 2014 and Stumptown Coffee and Intelligentsia Coffee in 2015. In December 2019, Jacobs Douwe Egberts and Peet's Coffee were merged. The resulting company, JDE Peet's, combined JDE's global packaged-coffee and tea infrastructure with Peet's specialty-coffee heritage and retail presence. The company went public on Euronext Amsterdam on 29 May 2020. The offering raised about $2.5 billion and gave the company a reported valuation of roughly $17.3 billion. During the early 2020s, JDE Peet's continued expanding its branded and retail presence. The reference material identifies new or expanded locations and activities in parts of the United States, the Middle East and Asia, including the United Arab Emirates, Saudi Arabia, Qatar, Israel, Jordan, South Korea and Japan. In 2021, JAB appointed Giancarlo Moreira as chairman of the board. The company also entered a long-term partnership with Major League Soccer club Inter Miami CF. JDE Peet's became a subject of geopolitical controversy after Russia's 2022 invasion of Ukraine because it continued doing business in Russia. Company leadership argued that coffee and tea were essential goods, that continued operations helped protect employees, and that an exit could expose intellectual property to seizure. The position drew criticism from observers who expected consumer companies to withdraw from Russia. In October 2024, JAB announced a deal to purchase Mondelez International's 17.6 percent stake in JDE Peet's for approximately €2.16 billion, which would raise JAB's ownership to about 68 percent. On 25 August 2025, Keurig Dr Pepper announced an $18 billion acquisition of JDE Peet's and described plans to combine Peet's with its existing coffee business and separate the combined activities into a new corporate entity. Because the reference presents the transaction as an announcement, the final completion, ownership structure and effect on the Euronext listing should be confirmed separately.
- 2025
Keurig Dr Pepper announces acquisition
[1]Keurig Dr Pepper announces an $18 billion agreement to acquire JDE Peet's.
- 2024
JAB agrees to acquire Mondelez's stake
[1]JAB announces an agreement to buy Mondelez's 17.6 percent interest in JDE Peet's.
- 2022
Russia operations become controversial
[1]The company continues operating in Russia after the invasion of Ukraine and publicly explains its rationale.
- 2020
Initial public offering
[1]JDE Peet's lists on Euronext Amsterdam after raising approximately $2.5 billion.
- 2019
JDE Peet's is formed
[1]Jacobs Douwe Egberts merges with Peet's Coffee.
- 2014
Jacobs Douwe Egberts is created
[1]D.E Master Blenders is combined with Mondelez International's coffee division.
- 2013
JAB acquires D.E Master Blenders
[1]JAB purchases D.E Master Blenders 1753 in a transaction reported at approximately $9.8 billion.
- 2012
Sara Lee separates its coffee and tea division
[1]Sara Lee spins off its coffee and tea operations into D.E Master Blenders 1753.
- 2012
JAB acquires Peet's Coffee
[1]JAB Holding acquires Peet's Coffee for approximately $977.6 million.
- 1978
Douwe Egberts is acquired by Sara Lee
[1]The Dutch coffee business becomes part of Sara Lee Corporation.
Products and positioning
A broad, multi-brand coffee and tea house serving mainstream, premium, specialty, at-home and out-of-home consumption occasions across international and regional markets.
Coffee
Jacobs
A major European coffee brand sold in formats including ground, instant and portioned coffee. Jacobs is one of the principal international names inherited through the Jacobs Douwe Egberts business and is particularly prominent in European markets.
Coffee and coffee systems
Douwe Egberts
The historic Dutch coffee brand offers ground and instant coffee and also supports professional beverage service through Douwe Egberts Coffee Systems and related coffee-care activities.
Specialty coffee and cafés · 1966
Peet's Coffee
Founded in Berkeley in 1966, Peet's combines roasted coffee products with cafés and specialty-coffee positioning. It represents the group's strongest heritage in the U.S. specialty-coffee segment.
Coffee
L'OR
A premium-oriented coffee brand associated with ground coffee, whole beans and portioned formats, including espresso capsules in relevant markets.
Coffee
Gevalia
A Swedish-origin coffee brand in the JDE Peet's portfolio, offering packaged coffee products and serving as an important regional name in Scandinavian and other markets.
Instant coffee
Moccona
An instant-coffee brand with strong recognition in markets including Australia and Southeast Asia. Its offer focuses on convenient soluble coffee products with a more premium presentation than basic instant coffee.
Tea
Pickwick
A tea brand associated especially with the Netherlands and other European markets, covering everyday tea products and flavored varieties.
Coffee pads and brewing systems
Senseo
A coffee-pad system developed with Philips. Senseo combines branded coffee portions with dedicated brewers and is particularly associated with the European at-home coffee market.
Capsule and pod coffee systems
Tassimo
A portioned-beverage platform offering coffee and other hot drinks through compatible single-serve brewers and branded capsules.
Coffee
Kenco
A British coffee brand offering packaged coffee products, including instant and roast-and-ground formats, with a long-standing presence in the United Kingdom.
Controversies
2022
Continued Russian operations after the invasion of Ukraine
JDE Peet's was criticized for continuing business in Russia following the invasion of Ukraine. Company leadership said coffee and tea were essential products, that operations protected local workers, and that withdrawal could result in the seizure of intellectual property.
Marketing campaigns
- 2021Inter Miami CF partnership
United States
JDE Peet's expanded its commercial and consumer visibility through a long-term partnership with Major League Soccer club Inter Miami CF.
Outcome. The reference confirms the partnership but does not provide verified performance or audience results.
Brand decisions
2025
Keurig Dr Pepper announces acquisition of JDE Peet'sM&ABackground
Keurig Dr Pepper sought to broaden its coffee portfolio by combining JDE Peet's brands with its existing coffee operations.
Action taken
Keurig Dr Pepper announced an agreement valued at $18 billion and proposed placing the combined Peet's and existing coffee activities in a new corporate entity.
Aftermath
The supplied reference does not establish whether the acquisition had completed or how it would affect JDE Peet's listing and ownership structure.
Announced acquisition value. $18 billion (25 August 2025)
2024
JAB acquires Mondelez's minority stakeM&ABackground
JAB sought to consolidate ownership of JDE Peet's after the company's public listing.
Action taken
JAB announced an agreement to purchase Mondelez International's 17.6 percent holding.
Aftermath
The transaction was expected to raise JAB's ownership to approximately 68 percent, subject to completion and applicable conditions.
Purchase price. €2.16 billion (October 2024)
2022
Continue operating in RussiaStrategyBackground
The decision followed Russia's invasion of Ukraine and the resulting pressure on international consumer companies to exit the market.
Action taken
JDE Peet's continued doing business in Russia while presenting employee protection, product essentiality and intellectual-property risks as its reasons.
Aftermath
The decision generated public criticism and became a reputational issue for the company.
2020
Take JDE Peet's publicM&ABackground
Following the 2019 merger, the combined company sought access to public capital markets.
Action taken
JDE Peet's completed an initial public offering on Euronext Amsterdam.
Aftermath
The company began trading under ticker JDEP and raised approximately $2.5 billion.
IPO proceeds. $2.5 billion (29 May 2020)
2019
Merge Jacobs Douwe Egberts with Peet's CoffeeM&ABackground
Both businesses were controlled by JAB Holding and offered complementary global packaged-coffee, specialty-coffee and café capabilities.
Action taken
The companies were combined to create JDE Peet's.
Aftermath
The merger created a multinational coffee and tea group that later pursued a public listing.
Recent events
Reported
Pret A Manger and JDE Peet’s partner to trial Pret Express stations[3]
Pret A Manger and JDE Peet’s partnered to trial Pret Express self-service coffee stations at locations including convenience stores, forecourts, universities, healthcare facilities, and workplaces.
Reported
JDE Peet’s announces acquisition of Campos Coffee[4]
JDE Peet’s announced that it had bought Sydney-based coffee roaster Campos Coffee for an undisclosed amount. The acquisition was expected to be finalised in July.
Reported
J.M. Smucker and JDE Peet's announce liquid coffee partnership[5]
J.M. Smucker and JDE Peet's announced a strategic partnership under which JDE Peet's will support Smucker's Away From Home liquid coffee business with product development, production, and foodservice equipment innovation.
Sources5 sources
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