Douwe Egberts set out to revolutionise the at-home coffee drinking culture with a new coffee pod machine and enlisted the help of electronics giant Philips. Together, they launched the co-branded Senseo coffee pod system in the UK in April last year.
The coffee machine and coffee pods showed strong sales over Christmas, according to Douwe Egberts UK MD Grant Rosewarne. But he believes that there is massive growth potential.
The collaboration began when Douwe Egberts approached Philips with a prototype. The finishing touches were made with Philips’ technical know-how and the Senseo coffee pod system was ready to take to the continental European market in 2001; six million machines have been sold there since. Rosewarne says: “Douwe Egberts has mainly been responsible for distribution and marketing of the coffee pods and arranging advertising. But when it came to distribution of the machine, we didn’t have the contacts. Having had Philips in the partnership has really proven its worth - it had good relationships with the necessary buyers.”
The machine and coffee pods are stocked in Asda, Sainsbury, Tesco and Waitrose, but the main sales of the machine have come from Philips’ territory - electrical retailers such as Currys and Dixons. However, Rosewarne says sales in Waitrose, the only supermarket to place the machine in the coffee aisle alongside the pods, have been great.
an electric partnership, stylish coffee