Sara Lee coffee to be listed as DE Master Blenders 1753

The coffee and tea arm of US food group Sara Lee is to be listed in Amsterdam later this year under the name DE Master Blenders 1753, the company said on Wednesday.

The name was decided on after six months of research, the company said. Sara Lee bought the Dutch coffee firm Douwe Egberts in 1984. DE itself was set up in 1753 in Joure, Friesland and briefly listed in Amsterdam in the 1980s.
Sara Lee said in January 2011 that it would separate into two public companies focusing on North American meats and international coffee and tea.
In December, Sara Lee reached a deal to take over the Netherlands’ biggest coffee house chain CoffeeCompany which has a network of 60 cafes throughout the Netherlands. The FD says Rabobank values Sara Lee’s tea and coffee arm at €4bn.

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