Sara Lee to Sell L'OR EspressO Capsules in the NetherlandsBy Sara Lee Corporation, PRNE
Monday, December 6, 2010
Dutch Launch Kicks Off International Expansion for Innovative Product After Record-Breaking Introduction in France
UTRECHT, Netherlands, December 7, 2010 - Sara Lee Corp. (NYSE: SLE) announced today it is launching under the
Douwe Egberts brand in the Netherlands its innovative single-serve espresso
coffee capsules that can be used in Nespresso(R) coffee appliances.
Douwe Egberts L'OR EspressO capsules will be available for purchase as of
Dec. 8 exclusively at Sara Lee's own Douwe Egberts stores - a network of
premium outlets throughout the Netherlands that combine a retail store for
coffee- and tea-related products and a cafe format with a rewards center for
the company's popular loyalty program.
The launch in the Netherlands kicks off the international expansion for
L'OR EspressO capsules, one of Sara Lee's most successful coffee innovations
in recent years. Sara Lee introduced L'OR EspressO capsules in France last
April and the product has been an instant success thanks to its top-quality
Arabica coffee, its retail availability and its attractive pricing. In just
eight months, Sara Lee has sold more than 90 million L'OR EspressO capsules
and gained as a result a 3.5% share of the total French retail
roast-and-ground coffee market.
"We have a top-quality product that is in high demand and we're delighted
to bring it to our core Dutch market. We expect this to be just the first of
many exciting announcements for consumers," said Frank van Oers, chief
executive officer of Sara Lee's international beverage and bakery businesses.
"L'OR EspressO capsules have exceeded our expectations so far and we remain
very confident about their potential for success globally."
Douwe Egberts L'OR EspressO comes in four varieties: Delizioso,
Decaffeinato, Splendente and Forza. All varieties are made with exclusively
100 percent Arabica coffee grown and harvested in a socially and
environmentally sustainable way, following the UTZ CERTIFIED(R) program. In
the Netherlands, a pack of ten capsules of any of the four varieties will
sell for a very competitive EUR3.09.
Thanks to L'OR EspressO capsules, high-quality coffee lovers are able to
enjoy a choice of coffee brands for the first time since they purchased their
Nespresso(R) coffee appliance. L'OR EspressO capsules offer consumers
delicious espresso coffee of the highest quality and that is produced
Nespresso(R) is a trademark owned by a third party not associated with
Sara Lee is the world's leading buyer of UTZ CERTIFIED(R) coffee and is
committed to sourcing more than 40 million kilos of certified coffee in 2010:
a 33 percent increase over 2009 levels. Sara Lee's International Beverage
division operates in more than 40 countries around the world and generated $3
billion in net sales in the fiscal year ended in June 2010.
About Sara Lee Corporation
Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers
and customers around the world. The company has one of the world's best-loved
and leading portfolios with its innovative and trusted food and beverage
brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara
Lee and Senseo. Collectively, our brands generate nearly $11 billion in
annual net sales. Sara Lee has approximately 33,000 employees in its
continuing operations worldwide. Please visit www.saralee.com for the
latest news and in-depth information about Sara Lee and its brands.
Media: Ernesto Duran, +31-30-297-2329; Analysts: Melissa Napier, +1-630-598-8739
Tags: December 7, France, Netherlands, Sara Lee Corporation, Utrecht