Sara Lee 2011 Annual Report Download - page 35

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Sara Lee Corporation 33
LEVERAGING ACROSS CATEGORIES
The universe of coffee and tea covers
numerous variations, appearances, tastes
and preparation methods. Consumer
preference in coffee spans the gamut
from strong espressos to sweetened
lattes. Coffee and tea are high interest
categories where consumers have
demonstrated a willingness to pay for
enhancements in perceived value. Our
ambition is to be at the forefront of the
progression and development of each
coffee and tea subcategory. We stand
apart from competitors based on our
desire to play across the full spectrum
of coffee and tea, as we challenge the
supposition that certain subcategories
are destined to decline. In addition
to reigniting our core roast and ground
offerings, we intend to focus more
deeply on categories that have long
been underemphasized by the com-
pany, including instants and tea.
Additionally, we plan to leverage our
presence and superior technology in
the European foodservice channel to
touch consumers with our brands at
every possible consumption occasion.
We believe that there are opportunities
to fulfill consumer aspirations in every
subcategory and we possess the
brands, expertise and innovation to
meet these needs.