MOSCOW, March 24 The Dutch concern JDE Peet's, which produces Jacobs coffee, may rename the brand for the Russian market in order to simplify product promotion, Kommersant reported. .
Referring to several sources in various retail chains, the journalists explained that the final decision on changing the name has not been made, but such options for a new name for the coffee brand as Monarch or Milicano are being considered.
«»The JDE said that we intend to continue to provide customers and consumers in Russia through a local representative office Further strengthening of localization, including the brand portfolio, will allow the best possible satisfy the demand,” the publication noted, citing a company representative.
As Rusbrand’s executive director, Alexei Popovichev, told Kommersant, the name change can continue the development of local business, reducing the associated risks for the head office.