In 1753 Egbert Douwes and his wife Akke Thijsses opened up a grocery store called De Witte Os (or the White Ox) on Midstraat in Joure. This marked the beginning of Douwe Egberts as it exists today. Egbert and Akke started selling products that ‘add to the pleasures of daily existence’. Coffee, tea and tobacco were the most important ones.
In 1954 Douwe Egberts introduced Moccona instant coffee in 50 gram jars. It was a successful launching and by the year 1975, 70% of Dutch households were using instant coffee every now and then. In 1963 Douwe Egberts brought the Wigomat onto the market, which is an electrical quick filter coffee maker. Douwe Egberts coffee… delicious coffee. In 1967 Douwe Egberts advertised its coffee for the very first time on Dutch television. It was one of the first companies to use advertising. The first DE commercials were all about solidarity and how coffee brings people together. In 1960 Douwe Egberts took responsibility for more than half the national coffee and tobacco export. Douwe Egbert Nederland (1968) became the operating company dedicated to the marketing and selling of tea and coffee in the Netherlands. In 1978 D.E. entered into partnership with the American Consolidated Foods, which was later known as Sara Lee. In 1989 Douwe Egberts Nederland took over the brand Van Nelle, and Natrena (sugar substitute) in 1996.
The introduction of Douwe Egberts SENSEO® in 2001 marked a new era for those in love with coffee. Now it was possible to prepare a single cup of coffee and even select your favourite coffee pad. In 2003 Douwe Egberts celebrated its 250th anniversary with a lot of special activities. It was a grand celebration because we are extremely proud of our very strong brand, and wanted to share this special moment with everyone. In 2007 the core Instants range was updated from the Continental Roasts to the Pure Range, which included four blends Pure Gold, Pure Indulgence, Pure Smooth and Decaffeinated. In 2011 the international coffee and tea activities were disconnected from Sara Lee. In June 2012 we adopted the name D.E. MASTER BLENDERS 1753. Douwe Egberts introduced the The Flavour Collective in 2012. The flavour infused instant coffees, came in a variety of tantalising flavours such as Delicate Vanilla, Smooth Caramel and Roasted Hazelnut. In 2013 Enticing Chocolate was added to the range. Douwe Egberts understands that one size doesn’t fit all when it comes to choosing a ground coffee. The range of six new ground varieties offers coffee lovers a selection of taste notes and strengths.