Sara Lee's Mothballed Coffee Maker Spinoff Has Big Plans for Europe
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Sara Lee spinoff, Master Blenders, has big plans for their new coffee machine, which they hope will help it unseat Kraft (NYSE: KFT) as the second largest coffee maker in the world.
The coffee machine is called Sarista and makes cups or pots of coffee from vacuum-sealed, interchangeable canisters called bean-funnels. Orders for the system have been double the Amsterdam-based company's expectations, according to the CEO.
Currently Master Blenders's market share is less than half that of Kraft and a quarter of Nestle, whose Nespresso is the biggest single-serve brand in the $45 billion global coffee business. However, if Master Blenders has its way, its machine will help start a new Starbucks-style bean craze that will sweep over the whole of Europe. These are big plans for a company that began as a mothball project at Sara Lee.
The coffee machine is called Sarista and makes cups or pots of coffee from vacuum-sealed, interchangeable canisters called bean-funnels. Orders for the system have been double the Amsterdam-based company's expectations, according to the CEO.
Currently Master Blenders's market share is less than half that of Kraft and a quarter of Nestle, whose Nespresso is the biggest single-serve brand in the $45 billion global coffee business. However, if Master Blenders has its way, its machine will help start a new Starbucks-style bean craze that will sweep over the whole of Europe. These are big plans for a company that began as a mothball project at Sara Lee.
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