Dutch coffee brand Jacobs Douwe Egberts (JDE) has completed the acquisition of Singapore-listed Super Group.
Founded in 1987, Super is an Asian leader in the manufacture and distribution of instant coffee, tea and cereals with factories in China, Malaysia, Myanmar, Singapore, Thailand and Vietnam.
This is the latest in a series of deals by JDE owner JAB Holding, following the purchase of Swedish coffee shop chain Espresso House in 2015, acquisition of coffeemaker Keurig Green Mountain and last year’s $1.35 billion deal with Krispy Kreme.
From 1 July, JDE Latin America Asia Pacific president Jiri Kulik will be leading the enlarged team from a newly-established regional HQ in Singapore. He said: “As the pioneers of the three-in-one coffee concept, Super Group has a long and well-established coffee history in Asia, serving consumers in the region for over 30 years.
“Together with more than 3,000 new colleagues and equipped with household consumer names like Super, Maxwell House, Moccona, Tassimo and Jacobs, we have a strong position from which to deliver on our promise to customers and consumers in Asia.”
A statement released by Super Group said: “Given its illustrious success over the last 30 years as a leading Asian integrated instant food and beverage brand owner and manufacturer, Super Group will play a key role establishing and expanding JDE’s footprint throughout Asia.”
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