Viennese coffee roaster Julius Meinl expects to see its United Kingdom turnover double following the purchase of Midlands-based coffee distributor Aroma & Gusto. With Aroma & Gusto’s pre-existing customer base in major cities such as Nottingham and Sheffield, Julius Meinl says the acquisition provides it with a strategic foothold as it seeks to expand its presence outside of London. “We’ve long considered it a logical step to expand northwards into the Midlands and this deal has provided us with the means to do so,” Julius Meinl Managing Director of International Business Jérôme Pastre says. “By acquiring Aroma & Gusto, we’ve developed new contacts in the form of their strong HoReCa (hotel, restaurant and café) customer base. Now we can provide customers in the Midlands and beyond with a greater portfolio of offerings, from coffee and tea to full trade packages, including new product innovations, coffee machines and equipment and point of sale materials.” The deal, which was completed in January, will see around 140 new clients added to Julius Meinl’s UK portfolio, with the business opening a new office in Nottingham in addition to its London office. Julius Meinl first entered the UK in 2014, focusing its business on London, where its tea and coffee packages are currently sold to more than 200 HoReCa customers. Its coffee is now served in high profile London locations including the Mondrian, Hyatt hotels and Balans Soho Society. Following its expansion into the Midlands, Julius Meinl plans to expand into Scotland and South West England in the future, and is interested in identifying partners to facilitate its continued development. Globally, Julius Meinl is marketed in more than 70 countries, with 50,000 HoReCa customers. The brand saw sales of €178 million (about US$201 million) in 2018.