According to a news story in yesterday’s Chicago Tribune, Sara Lee has agreed to purchase the rights to Senseo from Philips Electronics. In this $220 million deal, Sara Lee now owns 100% of the Senseo brand, instead of the 50% it held before. Philips will continue (at least until 2020) to be the exclusive manufacturer of the Senseo brewers and Sara Lee will produce the coffee and tea pods.
As recently discussed, the Senseo pods garner high marks for the ability to easily recycle them – they are coffee grounds and a filter. Senseo must, however, compete with the highly popular Keurig (dominating the single-serve market) as well as Tassimo and traditional brewing solutions.
Telling, even more, is that Google AdSense ad in this story for Tassimo! So while competition is admittedly steep for Senseo, Sara Lee does look to continue to expand into different coffee/tea market segments. Sara Lee also recently acquired CoffeeCompany, a Dutch Coffee House chain with over 60 cafes in the Netherlands.
So – your picking a single-serving brewer because it makes sense for you? What is the overriding factor? Environmentally friendly waste or variety of selection and freshness of product? And if you want variety and freshness how far out of your way would you go to recycle the coffee pods?