October 27, 2011

Sara Lee Dumping Senseo Coffee in US


Margins are tight in the food-service business, and in recent months Sara Lee has sold off a ton of their business units. Sara Lee is planning to split apart its Jimmy Dean international coffee and tea businesses and the Hillshire Farms brands and this spells trouble for the Senseo Brand in the US. Also - Smuckers / Sara Lee owns Folgers coffee, and they've probably seen the success of Folgers K-Cups and realize competing in the single serve coffee market with themselves is a bad idea for business.

The sale of the foodservice coffee and tea operations was accompanied by the decision of the packaged foods company to discontinue the Senseo coffee business in the North American markets. From March 31 next year, the Senseo coffee will cease to exist. The company will either sell or shut down the currently existent assets of Senseo, however the company did not announce any potential bidders for this business.

This is bad news for Senseo single serve coffee owners, but they shouldn't fret. Given the Senseo single serve coffee maker uses coffee pods, there is a ton of after market coffee pods they can use in their Senseo single serve coffee pod brewer.

It does however for the staff here at Single Serve Coffee a feeling of true change in the single serve coffee market. We started the site by reviewing the Senseo single serve coffee brewer, and it's always been one of our favorites. We love our blue single serve coffee pod brewer, and we'll just have to forgo the Senseo coffee pods, and repairs and run it until the light goes out.

Remember - this is a rumor/semi-reality for now until they either find a buyer for the business or shut it down in the 2012 time frame.

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Posted by Jay Brewer at October 27, 2011 7:25 AM
Recent Comments

So Sara Lee decides to discontinue support for Senseo pods months ago... Why those f*&%$$* continue to promote the product at senseo.us ?


Yes, it is true there are aftermarket pods from other suppliers, but their are at least twice as expensive. If I have to start paying 50c minimum per coffee, I am moving to keurig, which is superior.

Posted by: Dan at May 16, 2012 9:57 AM

Senseo was my first single serve machine too, in 2003 or 2004 and their lack of new varieties really did set them back for me. I got bored with my senseo a few years go and got a keurig----which isfantastic (and I amthrilled to have the machine that has 'won' the single serve market for now)

Individually wrapped pods and more variety would have helped Senseo a lot.

Posted by: Meg at October 31, 2011 8:26 AM

I have several single serve makers in rotaion including a Senseo. I love it but I think the fact that they never updated it is what hurt them the most. It still makes great coffee but they stuck to their 7 gram pods and two pod holder design. I think if they would have designed a more universal holder, moved to 10 gram pods, and individually wrapped them like all the other pods out there; they may have been able to keep some momentum. Senseo/Douwe & Egberts also needed more variety. Every other pod brands (Reunion Island, Wolfgang Puck, Baronet, Melitta, City Steam, etc) all have better varieties and better coffee. Senseo should have been the ones making the best pods for their own machines. Even with that said the Senseo still gets used more in our house than our Keurig. The Keurig doesn’t make any better coffee and isn’t any easier to use. It’s just more expensive to buy and operate. Now I just sit and wait for someone to come along and knock Green Mountain off of their pedestal. Until then I will sit and enjoy every sip of my pod coffee.

Posted by: coffeejunkie at October 27, 2011 4:00 PM

Senseo was my first single cup brewer. I loved it! I then upgraded to a tassimo...that was nice, but the barcode scanner stopped working. I then got a Kcup and havent looked back. The variety and simplicity of a kcup means it has won the single cup war....as it should. But I will miss the Senseo for being a trailblazer.

Posted by: jboy at October 27, 2011 9:53 AM

I got an email today from Senseo. They are selling the Supreme Model for $49.99 and Base Model for $29.99. I came here to find out why.

I have plastic pods to make my own but like the flavor and simplicity of the Senseo pods. My first Senseo was blue, too.

Posted by: Louise at October 27, 2011 8:38 AM

This is truly a sad day. The Senseo was my first pod brewer which I picked up after we had a Keurig. Since then I moved on to the BUNN MC for home use. However, that doesn’t mean that the Senseo got put aside. In fact, it then saw service in the office where it supplied several people with their daily dose of caffeine. Due to the amount of use it was getting we decided to step up to the BUNN MCP for the office so that we didn’t kill the Senseo. Now it holds a prominent spot on my parents’ counter where it still gets daily use. Sadly I knew this day was coming. Especially since they released the beautiful Quadrante everywhere but in the US. It just bothers me that Green Mountain has such a strangle hold on the single serve market. I haven’t run anything though the Keurig machine that couldn’t be equaled or surpassed in a pod brewer. Because of that I couldn’t tell you the last time I purchased Kcups. I just can’t justify the extra cost and waste.

Posted by: luvmycuppa at October 27, 2011 8:33 AM
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