Jacobs Douwe Egberts (JDE), the world's second-largest coffee retailer, said on Tuesday it will launch its super premium brand L'OR in Brazil, to take advantage of a luxury goods segment that has grown rapidly despite an economic downturn.
JDE, which is second only to Nestle in global coffee retail with 9.5 percent share of revenue, according to Euromonitor, is aiming to distribute a full portfolio of beans, ground roast, instant and capsules for L'OR coffee in up to 2,000 locations in Brazil.