Melitta Europe –
Coffee Division
The operating division Melitta Europe – Coffee Division is responsible for Melitta’s coffee business in Europe, the Middle East, and Africa (EMEA). The range offers perfect coffee enjoyment for every taste: from whole beans for fully automatic coffee machines, to ground filter coffee, to pad ranges for single-cup preparation, to instant beverage specialties.
Key Figures ’20
Sales in € thous.
2020
320,106
2019
325,922
Employees, full-time employees, annual average
2020
233
2019
221
Our highlight of the year
Successful #FreudeFürZwischendurch campaign in 2020
With our successful #FreudeFürZwischendurch campaign (#FFZ for short), we successfully laid the foundation for lively, credible, and emotional communication in 2020. The Coffee division’s #FFZ campaign showcased new coffee moments – unconventional, unexpected, and in close touch with the lives of our consumers.
Our positioning
Melitta® is one of the best-known, biggest selling, and highest revenue-generating coffee brands. Its success is based on a balanced combination of tradition, modernity, and a love of life. The operating division stands for high quality and a strong understanding of consumer needs in a constantly changing world.
Our strategy
In 2020, the operating division focused once again on intensifying the Melitta® brand, accompanied by a consistent alignment with permanently changing consumer habits and needs. There is still growth potential in Germany, internationally and in the private label business. The important issue of sustainability is firmly anchored as a fundamental attitude and thus as a natural part of all decision-making. In addition, the operating division is increasing its digital footprint in all areas and exploiting the opportunities offered by new technologies.
Market and business trends in 2020
Melitta Europe – Coffee Division overcame numerous pandemic-related challenges in 2020: effective preventive health protection measures were taken for our team. Overall, business held up well in a challenging environment – due in part to further portfolio enhancements that once again earned industry awards and recognition. As in previous years, investments were made in the production plant in order to continuously improve quality, capacity, and sustainability.
Outlook 2021
Melitta Europe – Coffee Division will continue to focus specifically on the needs of its customers in 2021 and pursue its brand-based investment and growth strategy. We are targeting another volume record and growth in all sales areas. In addition, trends such as specialty coffees will be examined, the partnership with the Speciality Coffee Association (SCA) launched in 2020 will be intensified, and concepts for live events will be developed where consumers will be able to directly experience the Melitta® brand. We will continue to invest in the fields of sustainability and digitization.