Sare Lee is strengthening its coffee position -good news

by Chee Leng
(Singapore)

For 2009, Sara Lee has not been making much foray in the coffee market. Its senseo other than introducing new blend has generally been quiet.

Then the big news -Sara Lee is taking a bold step to focus on coffee and food business, selling away its household business.

This is not an easy decision, with brands like Kiwi and Ambi Pur being sold away. The price at the time of writing is $1.88 billion and the potential buyer is Unilever.

With that being done, Sara lee would definitely be focusing on one of its hottest coffee SKU -Senseo range. I believe that there should be a revamp of the machine and new territory that this machine is planning to go into.

Maybe, Sara Lee would launch more fun and interesting products such as the Cafe switch which was quite a big hit in Europe.

Regardless, from what I see, the coffee market is going to see some serious action from this dormant giant...