Sara Lee to sell L’OR EspressO capsules in the NetherlandsDutch launch kicks off international expansion for innovative product
after record-breaking introduction in France
UTRECHT (Dec. 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® 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 café 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®
program. In the Netherlands, a pack of ten capsules of any of the four varieties will sell for a
very competitive €3.09.
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® coffee appliance. L’OR
EspressO capsules offer consumers delicious espresso coffee of the highest quality and that is
produced responsibly.
Nespresso® is a trademark owned by a third party not associated with Sara Lee.