Sara Lee 2011 Annual Report Download - page 31

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Sara Lee Corporation 29Sara Lee Corporation 29
BREWING STRONG LOCAL BRANDS
Our Coffee & Tea company possesses
a portfolio of well known and trusted
brands with leading positions in our
core markets. Our local brands, such
as
Douwe Egberts
in the Netherlands
and Belgium,
L’OR
in France and
Pilão
in Brazil are consumer favorites based
on a long heritage of high quality, great
tasting coffee and tea. Dating back
to 1753,
Douwe Egberts
has earned
its place as a deeply embedded and
beloved part of the coffee culture in
its home region. Leveraging more than
250 years of coffee knowledge and
experience allows our local brands
to stand apart from the competition
in terms of quality, loyalty and appeal.
Over the last decade, we have comple-
mented our local jewels with international
propositions, such as
Senseo
and
Cafitesse
, which have been universally
applied across geographies. Going for-
ward, our local brands will become the
primary carriers of consumer equity as
we strive to enhance their presence,
perception and allure to the level that
Douwe Egberts
has achieved in the
Netherlands. We will increase the level
of consumer marketing and innovation
behind these local brands, enhancing
the coffee experience and driving
superior growth.