Mondelez / DE Master Blenders Deal Highlights Importance of a Multi-Brand Portfolio

 

The newly announced agreement between Mondelez and DE Master Blenders to combine their respective coffee  business into one company, Jacobs Douwe Egberts, will likely reshape the competitive landscape of the global coffee market by becoming the first truly global coffee rival for Nestlé SA. The partnership highlights the increasing importance of maintaining a multi-brand portfolio, rather than a singular global brand, to attract a significant share of the global coffee market.

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