Sara Lee Unveils New Name for Coffee, Tea Business

DOWNERS GROVE, Ill.Nearly one year after Sara Lee Corp. announced plans to split its coffee and meat businesses into two separate entities, the company announced it will name international coffee and tea company D.E Master Blenders 1753 once the division is complete.

D.E Master Blenders 1753 operates across Europe, Brazil, Australia and Thailand under leading brands such as Douwe Egberts, Senseo, LOR EspressO, Marcilla, Pilão, Moccona, Pickwick and Hornimans. According to Sara Lee, once the spin is completed, it will launch an aggressive global campaign that will reinforce its marketplace positioning and introduce the new company to customers, recruits and the public at large.

With a brand that is beloved worldwide and has been for centuries, this new name and brand identity is the logical next step in our strategy," said Michiel Herkemij, EVP and CEO, Sara Lee International Beverage. "D.E Master Blenders 1753 expresses what we have become as an organization, as well as what we aspire to bethe best blenders in the worldtranscending the boundaries of traditional companies and bringing innovations that enhance and improve the way the world enjoys coffee and tea."

Harm-Jan van Pelt has been appointed Chief Operating Officer Rest of World of Sara Lees International Coffee and Tea Rest of World division, effective April 30, 2012. The role covers the business in Eastern Europe, Australasia and Latin America. He will continue to serve in the same role once the International Coffee and Tea business is spun-off from Sara Lee Corp.