Percol
Sector: Food and Drink
Type of business: Coffee brand owned by Swedish company Lofbergs
Location: London
Motivation for sale:
A long-term strategy to strengthen and develop the brand in the UK.
Acquirer profile:
CCL Products (India) Ltd, trading as Continental Coffee, is an international instant coffee exporter and private-label manufacturer with an extensive global infrastructure which enables it to serve over 90 countries.
Marketing strategy:
It was important to produce marketing materials that reflected Percol’s ethical values and its commitment to sustainability, while demonstrating its strong market potential by highlighting its previous success with some of the UK’s largest supermarkets.
Negotiation strategy:
We worked closely with Löfbergs to identify a suitable acquirer that could develop Percol into a premium brand with vast national recognition, realising that, over the course of 10 years, Löfbergs had re-evaluated Percol’s offering to refine the profitability of the brand. Percol has a great reputation in the UK and with the right buyer, we knew it was well placed to compete with the leading coffee brands in the UK and a lot of effort went into securing the right deal.
Vendor's comments:
“Percol is a tremendous brand and one which we are proud to have been the custodian of since 2013. The sale is a strategic decision that enables us to put all our efforts into strengthening and developing the Löfbergs brand in the UK.”
Acquirer's comments:
“We’ve had tremendous success in developing a consumer brand proposition in India and welcome the opportunity to develop a similar approach in other markets by adopting and improving local brands. Percol is an exciting venture and a brand with an undoubted favourable heritage.”