"This acquisition reinforces Sara Lee's coffee position in the Central European region, where it already holds leading positions in Hungary and the Czech Republic," said C. Steven McMillan, chairman, president and c.e.o. of Sara Lee Corp. "With the addition of Prima S.A., we now have a very strong distribution network that will help drive our growth in Central Europe."

Sara Lee is the third largest retail coffee roaster in the U.S., the second-largest retail and foodservice coffee roaster in Europe, the largest foodservice coffee roaster in the U.S. and the largest coffee roaster in Brazil. Its brands include Chock full o'Nuts, Hills Bros., and MJB in the United States; Douwe Egberts, Maison du Cafe and Marcilla in Europe; and, Uniao, Caboclo and Cafe do Ponto in Brazil.

The BCA's principal activities will include providing information about the manufacture, distribution and consumption of coffee, serve as a forum for discussion of industry matters and providing statements on key topics.

The U.K. coffee market is valued at £643.8m, the large majority of which is produced by BCA members.

Dr. Euan Paul has been appointed as executive director if the new organization. Commenting on his new role, Dr. Paul said:

"The launch of the BCA brings a new focus to our industry's profile and I am delighted to be involved in its direction and development. We aim to provide an informative and helpful service for our members, the media and consumers of our products."