Sara Lee coffee to become D.E. Master Blenders 1753

by Keith Nunes
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DOWNERS GROVE, ILL. — Sara Lee Corp. has formally branded its soon to be split-off international coffee and tea business as D.E. Master Blenders 1753. The name is in reference to the company’s Douwe Egberts brand of coffee.

“D.E Master Blenders 1753 expresses what we have become as an organization, 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,” said Michiel Herkemij, executive vice-president and chief executive officer of Sara Lee International Beverage.

The name was selected after a research and analysis process that involved thousands of candidate names, according to the company. A short-list group of about 50 names, all of which met the positioning and personality criteria for the company, was evaluated globally for trademark and URL availability, possible cultural sensitivities and local market pronunciation.

“Once the spin is completed, we will launch an aggressive global campaign that will reinforce our marketplace positioning and introduce the new company to our customers, recruits and the public at large,” said Ingrid Baron, chief marketing officer of the business unit.

D.E Master Blenders 1753 will operate across Europe, Brazil, Australia and Thailand and sell brands such as Douwe Egberts, Senseo, L’OR EspressO, Marcilla, Pilão, Moccona, Pickwick and Hornimans.

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