Jacobs Douwe Egberts (JDE) has launched an exclusive premium coffee bean brand, Douwe Egberts’ White Ox, to its foodservice customers.
The White Ox takes its name from a literal translation of De Witte Os, the Dutch coffee shop first opened by Egbert Douwes and his wife in 1753.
Douwe Egberts’ White Ox is bidding to provide caterers high quality coffee and supporting menu inspiration, training and sales materials to create customer experiences that celebrate coffee.
The first variant released from White Ox is Blend No.1, features the familiar Douwe Egberts seal of quality on its craft pack design.
This particular, distinctively bold and dark roasted debut coffee variant has been masterfully blended to display notes of dark chocolate and crisp red berries, characteristics that make it the perfect base for a wide variety of speciality coffee drinks, from an authentic and intense espresso, to a smooth, aromatic cappuccino or iced latte.
The White Ox brand uses only sustainably sourced UTZ certified beans.
Charlea Samuel, category marketing manager at Jacobs Douwe Egberts, said: “Premium brand, Douwe Egberts’ White Ox, has been developed in response to the demands of today’s coffee drinkers, who, in line with the explosion of today’s coffee culture, have become increasingly discerning about the coffee they drink. Actively seeking to experiment more with new ingredients and brews, in addition to quality and flavour, consumers also want a story behind their brands that they can relate to and be proud to support.
“Supported with barista training, branded front of house materials and on-trend recipes for menu development, caterers choosing Douwe Egberts’ White Ox – Blend No.1 can confidently serve a great tasting coffee knowing that it has been developed by one of the most recognised global coffee companies drawing upon 265 years of knowledge and heritage.”