Finance
Jacobs coffee maker JDE Peet's unveils brand-led strategy, sets mid-term targets
Published by Global Banking & Finance Review®
Posted on July 1, 2025
2 min readLast updated: January 23, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on July 1, 2025
2 min readLast updated: January 23, 2026
JDE Peet's announces a brand-led strategy focusing on key brands like Jacobs, aiming for €500 million in savings by 2027 under new CEO Rafael Oliveira.
(Reuters) -Coffee and tea company JDE Peet's unveiled a new strategy on Tuesday that aims to simplify its portfolio and organizational model under its new CEO.
The group, which sells coffee, tea and hot chocolate under more than 50 brands globally, targets 500 million euros ($589 million) of net productivity savings, with more than a half of them to be achieved by end of 2027.
"Our 'Reignite the Amazing' strategy is brand-led and is centred around three Big Bets: Peet's, L'OR and a strategically selected set of ten iconic brands, led by Jacobs," CEO Rafael Oliveira, who took the role in late 2024, said in a statement ahead of the company's investor day.
JDE Peet's said the "big bets" were selected because of their ability to meet both current and emerging consumer needs, driving long-term growth and market relevance.
Jefferies analysts wrote ahead of the strategy announcement that the company under its former management team between 2022 and 2024 had made costly strategic decisions, exposing it to poor capital discipline, most notably on U.S. machine expansion which lacked scale and strategic fit.
The group has also been affected by a rise in coffee bean prices that has bit into its margins. It said in February it was not expecting the green coffee prices to come down in the near future.
It set financial targets for 2030-2032 and beyond, expecting its gross profit to grow between 4% and 7% and adjusted operating profit to rise by 5% to 8%, with a cumulative free cash flow of at least 3.5 billion euros during the period.
($1 = 0.8490 euros)
(Reporting by Mathias de Rozario in Gdansk, editing by Milla Nissi-Prussak)
The new strategy is called 'Reignite the Amazing' and is brand-led.
JDE Peet's expects its gross profit to grow between 4% and 7% and adjusted operating profit to rise by 5% to 8% by 2030-2032.
The company targets 500 million euros ($589 million) in net productivity savings.
The group has been affected by rising coffee bean prices, which have impacted its margins.
The CEO of JDE Peet's is Rafael Oliveira.
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