Sara Lee Corporation Unveils New Name for Coffee & Tea Business - D.E Master Blenders 1753

Downers Grove, Illinois (ots/PRNewswire) -

As Sara Lee Corporation becomes two publicly-held, pure-play
companies, the company has announced that its International Coffee
and Tea company will be named D.E Master Blenders 1753.

D.E Master Blenders 1753 is operating across Europe, Brazil,
Australia and Thailand under leading brands such as Douwe Egberts,
Senseo, L'OR EspressO, Marcilla, Pilão, Moccona, Pickwick and
Hornimans.

"With a brand that is beloved worldwide and has been for
centuries, this new name and brand identity is the logical next step
in our strategy," said Michiel Herkemij, executive vice president and
chief executive officer, Sara Lee International Beverage.

"D.E Master Blenders 1753 expresses what we have become as an
organization, as well as what we aspire to be - the best blenders in
the world - transcending the boundaries of traditional companies and
bringing innovations that enhance and improve the way the world
enjoys coffee and tea."

The meaning

Since 1753
[http://www.decoffeecompany.com/History_of_Douwe_Egberts_s/31.htm ],
Douwe Egberts [http://www.decoffeecompany.com ] has been a name
synonymous with exceptional coffee. This has made Douwe Egberts one
of the best-selling brands in Europe. D.E Master Blenders 1753 places
great respect on the company's heritage while placing a strong
emphasis on the future. D.E Master Blenders 1753 is a dynamic
expression of the new company's marketplace positioning as a
bridge-builder between the traditional and breakthrough innovation.

"When determining the new name, we thought of things like strong
heritage, leadership, dynamic brands, bold growth, operational
excellence and a great place to work," said Herkemij. "D.E Master
Blenders 1753 captures all of those elements."

D.E Master Blenders 1753 was selected after an intensive
six-month research and analysis process involving thousands of
candidate names. A short-list group of about 50 names, all of which
met the positioning and personality criteria for the firm, was
evaluated globally for trademark and URL availability, possible
cultural sensitivities and local market pronunciation.

The initiative was led by Jan Bennink, executive chairman, Sara
Lee Corporation, and supported by the international branding and
identity firm IDEO, as well as law firms in several countries who
conducted the more than 3,000 trademark searches required under the
project's tight deadline.

Ingrid Baron, chief marketing officer, said the company intends
to celebrate with its employees with rebranded offices, signage and
stationery. "Once the spin is completed, we will launch an aggressive
global campaign that will reinforce our marketplace positioning and
introduce the new company to our customers, recruits and the public
at large."

About Sara Lee Corporation

Sara Lee Corp. and its leading portfolio of food and beverage
brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy
Dean, Pickwick Teas, Sara Lee and Senseo, generate nearly $9 billion
in annual net sales from continuing operations and employ
approximately 20,000 people worldwide. In January, 2011, Sara Lee
Corp. announced that it will divide the company into two pure -play
publicly-traded companies, one focused on the international coffee
and tea market and the other on North American meats. For more
information on the company, please visit http://www.saralee.com.

ots Originaltext: Sara Lee
Im Internet recherchierbar: http://www.presseportal.de

Contact:
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+1-630-598-8661;
Analysts (International): Robin Jansen, +31-30-292-7455; Analysts
(North
America): Melissa Napier, +1-630-598-8739