At JDE Peet's we unleash the possibilities of coffee & tea through our strong portfolio of global, regional and local brands. These brands have been built upon a rich history and heritage and are deeply rooted in the diverse coffee & tea cultures in which we operate. Our portfolio allows us to cover the category landscape and to offer a coffee & tea to everyone, no matter who they are, where they are, or what their preferences are. We embrace global, regional and local brands to ensure that we have a coffee & tea for everyone. With a distinctive brand building model, we develop meaning and communication for our brands that meets the needs of our local consumers. Our brands bring people together, creating moments of connection and enjoyment, while providing energy and sensory experiences. They give people the freedom to express their individuality and the power to transform themselves, because amazing things can happen over a cup of coffee or tea.
Our global brands are big players in multiple markets with one meaning and one global execution.
Our regional heroes have an international footprint with local nuances. We respect these local nuances which are based on cultural drinking habits, stage of category development and brand heritage.
Our local jewels are iconic in their local market. These brands leverage local culture and heritage, and are of true significance in their home country.