Douwe Egberts sets its sights on UK growth with trio of new appointments


Douwe Egberts has announced a trio of new appointments to help drive growth across the UK’s retail and grocery sectors. The appointments come as the company highlights its new strategic focus to build its presence in the UK, including opportunities in the increasingly fast-paced convenience and impulse channels.

Joining the company, Paul Brown, sales director for the UK and Ireland will focus on leading the sales and category teams. Brown has over 15 years’ sales experience with Reckitt Benckiser operating in both senior UK and International sales positions.

Brown said: “I’m delighted to join the Douwe Egberts team. We’re aiming to have the structure and staff in place to build on our existing business successes and drive areas of growth across the UK market. With a renewed enthusiasm for research, we’ll also be bringing more insights and opportunities to market that will help us to grow the coffee category in 2014.”

In recent months, the department has also seen additional changes to the management team with Sandrine Cotter joining as finance director and Talar El Assad who takes on the role of head of marketing.

The appointments follow the unveiling of a £5m advertising campaign, marking the brand’s return to TV for the first time in three years. The advertisement, which will air throughout 2014, features a TV commercial titled ‘Jars’ which positions Douwe Egberts coffee at the centre of the special moments that occur daily in consumers’ lives. The tagline ‘No ordinary jar, no ordinary coffee’ further illustrates the value of the Douwe Egbert’s range and highlights an innovative variety of users for the glass jar used to protect Douwe’s great tasting coffee.

According to Nielsen research, Douwe Egberts’ Pure Gold 190g is the fastest growing SKU out of the top 10 in freeze-dried coffee. The Dutch coffee company, which has over 260 years experience blending and roasting high quality espresso beans, is looking to emulate this growth in the UK market, and is expertly placed to build on its ‘freeze dried’ sales across the sector.

Kasper Gronnegaard, general manager for Douwe Egberts Retail UK, said: “With our new starters on board and a return to broadcast advertising, we hope to boost growth in the UK. As the world’s leading Pure Play Coffee Company we can’t wait to start creating new relationships and business opportunities across the grocery retail, convenience and impulse sectors in the UK.”