Speciality coffee roaster and café chain JDE Peet’s has introduced its "Reignite the Amazing" brand-led strategy to boost growth and for sustainable value generation. The reveal took place during its Capital Markets Day held in Amsterdam, the Netherlands on 1 July 2025.

The brand shared a comprehensive plan to enhance performance and define its long-term trajectory.

The latest approach prioritises three core brands known as the Big Bets: Peet’s, L’OR and a group of 10 regional brands led by Jacobs

These brands were chosen for their capacity to meet existing and evolving consumer demands, ensuring sustained expansion and market significance.

The transformation process is supported by a three-stage strategic framework aimed at simplifying portfolio and organisational structure while enhancing operational efficiency and productivity.

JDE Peet’s plans to deliver €500m ($588m) in net savings, with more than half of these expected by the close of 2027.

50% of the savings will be redirected into high-growth initiatives and targeted capability enhancements, with the other half used to improve profitability.

JDE Peet’s has also established ambitious medium-term financial goals.

The company's strategy to drive value creation is backed by a capital allocation framework and focussing on organic growth for the three Big Bets organically.

It will reallocate productivity savings, strengthen the balance sheet with a target net times two leverage ratio, and increase shareholder value through consistent dividend increases and share repurchases.

The company will also shift its merger and acquisition focus, moving away from debt-heavy deals towards asset-light opportunities.

JDE Peet’s CEO Rafa Oliveira stated: “JDE Peet’s is a fantastic company with strong foundations. As the world’s largest pure-play coffee company, we are uniquely positioned to capture the long-term opportunities this resilient and vibrant coffee category offers".