JDE Peet’s settles price disputes with major European supermarkets

JDE Peet’s produces the Jacobs, L’Or, Tassimo and Douwe Egberts brands | Photo credit: Dima Solomin

JDE Peet’s has reached agreements with several major European supermarkets in Germany, France, Belgium and the Netherlands to restock its packaged coffee products following disputes over price rises.
 

Colruyt, Jumbo, Auchan, Intermarché and Aldi are among the supermarket chains to have resumed orders from the Dutch coffee and tea group after pulling many popular coffee products from shelves in response to proposed price hikes. 

In March 2025, Germany’s Edeka became the latest supermarket retailer to restock JDE Peet’s coffee products, which include the Jacobs, L’Or, Tassimo and Douwe Egberts brands.  
 

However, highlighting the strain consecutive price increases have placed on relationships, the Hamburg-based supermarket group said in a statement that the agreement was ‘more of an enforced peace’ after it was left with no choice to ‘accept an incomprehensible price increase’ – reportedly as high as 20%.  

In its statement, JDE Peet’s said it had reached agreements with 90% of its retailer partners. However, stand offs with the Ahold Delhaize and Albert Heijn chains in Belgium and the Netherlands are yet to be resolved. 

“Affordability and availability are essential, and we remain committed to keeping our coffee accessible, ensuring that everyone can enjoy our coffee products. In line with this commitment, we will continue to do everything in our power to balance affordability with quality. Ultimately, supermarkets set consumer prices,” JDE Peet’s said. 

Green coffee prices have doubled over the last 12 months, with arabica futures reaching record highs of $4.41/lb in February 2025, following extreme weather conditions that have damaged crops in Brazil and Vietnam. Rising global demand and supply chain disruption arising from the Red Sea crisis and high shipping costs have also contributed to record prices, with many major roasters passing on higher costs to consumers.  

In February 2025, JDE Peet’s highlighted product price increases as the main driver behind 7.9% year-on-year sales growth last year. The Amsterdam-based group posted revenues of €8.8bn ($9.2bn) for the 12 months ended 31 December 2024, with adjusted EBITDA increasing 11% to €1.6bn ($1.7bn) and total operating profit 54% to €1bn ($1.1bn).   

The following month, JDE Peet’s commenced a share buyback programme to return up to €250m ($272m) to shareholders in 2025.