Jacobs Douwe Egberts launches premium bean brand

Jacobs Douwe Egberts (JDE) is set to launch its exclusive premium coffee bean brand, Douwe Egberts’ White Ox, to its foodservice customers.

Heritage is at the very core of the brand, as White Ox takes its name from a literal translation of De Witte Os, the Dutch coffee shop first opened by Egbert Douwes and his wife in 1753.

The first variant released from White Ox is Blend No.1, which features the familiar Douwe Egberts seal of quality on its craft pack design, ensuring consumers are reassured about their coffee before they even taste it. This distinctively bold and dark roasted debut coffee variant, made using only UTZ certified beans, has been blended to display notes of dark chocolate and crisp red berries.

Charlea Samuel, category marketing manager at Jacobs Douwe Egberts, said: “Premium brand, Douwe Egberts’ White Ox, has been developed in response to the demands of today’s coffee drinkers, who, in line with the explosion of today’s coffee culture, have become increasingly discerning about the coffee they drink.

“Actively seeking to experiment more with new ingredients and brews, in addition to quality and flavour, consumers also want a story behind their brands that they can relate to and be proud to support. Furthermore, consumers’ desire to know more about the environmental and socio-economic impact of the products they buy, remains key when making purchases and building loyalty.

“Supported with barista training, branded front of house materials and on-trend recipes for menu development, caterers choosing Douwe Egberts’ White Ox – Blend No.1 can confidently serve a great tasting coffee knowing that it has been developed by one of the most recognised global coffee companies drawing upon 265 years of knowledge and heritage.”

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