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JDE Peet’s successfully launches Maxwell House and Moccona in China


Global leader of pure-play coffee and tea JDE Peet’s says it has successfully entered its Maxwell House and Moccona coffee brands into China’s Cold Brew Pure Instant market.

This comes as part of the company’s reignited global innovation agenda. The two brands were launched in June 2021 and according to JDE Peet’s have seen encouraging growth and consumer responses in a highly competitive Chinese market.

“To date, the new range has received consistently positive feedback, highlighting a consumer preference for the product’s stronger taste and functional packaging,” says JDE Peet’s.

“JDE Peet’s will continue to learn and build on the success of this range with the goal of offering consumers new and exciting products in the future.

The Maxwell House range offers consumers a Cold Brew Pure Instant coffee in the form of a 1.8-gram shot, while the Moccona range provides a premium and stronger alternative in the form of a 2.8 gran Cold Brew Pure Instant coffee shot.

“The rise of the Instant Specialty segment supports the strong growth and premiumisation of the coffee category in China, alongside traditional tea-drinking rituals,” says JDE Peet’s.

The company says it will continue to build its credentials while “blurring the lines” between the traditional single serve and the instant coffee segment. In doing so, it says it will create exciting coffee experiences for the new generation of coffee consumers.

“JDE Peet’s is committed to supporting the growing trend of Chinese coffee consumption and we are working closely with our strategic partner Hillhouse Capital to continue to develop and expand our range of innovative products,” says Frank Wang, General Manager of JDE Greater China.

“The level of consumer interest in the new Maxwell House and Moccona range reaffirms our strong brand portfolio and demonstrates our continued commitment to meeting the evolving needs of Chinese coffee consumers by accelerating our premiumisation agenda and continuing to blur the lines between traditional coffee categories in Asia.”

The launch demonstrates the company’s increasing ambitions for the Chinese market where “on-the-go” coffee consumption is fuelling growth in the local coffee market.

In 2020, JDE Peet’s doubled its network of coffee stores in China and has continued this trend in 2021, with an additional 40 Peet’s coffee stores opening during the first half of 2021.

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