THE WHITE OX
1753
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.
NEW HEAD OFFICE IN UTRECHT
1919
In 1919 Douwe Egberts opened the DE headquarters, and also the very first distillery on Catharijnekade in the city of Utrecht. Raw coffee bags were carried to the distillery using horse and carriage.
THE FIRST DE SEAL
1925
In 1925 the DE seal appeared for the first time on a tobacco packaging. Since then it has changed many times. Today the famous DE seal is easily recognised and guarantees supreme quality.
THE FIRST COMMERCIAL
1967
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.
DOUWE EGBERTS SOUTH AFRICA LAUNCH
2001
Douwe Egberts was launched into the South African Market bringing with it not only the heritage, but the exeptional quality coffee many South Africans have come to know and love.
DOUWE EGBERTS CELEBRATES ITS 250TH ANNIVERSARY
2003
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.
NEW INSTANTS PURE RANGE
2007
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.
LAUNCH OF THE PURE RANGE
2010
Douwe Egberts understands that one size doesn’t fit all when it comes to choosing a freeze dried coffee. The range of 4 new varieties offers coffee lovers a selection of taste notes and strengths.
NEW LOOK PACKS
2021
Douwe Egberts launches the new look pack for the Pure Gold, Pure Indulgence, and Espresso Style Freeze Dried Instant Cofee.
BRAND NEW BLEND
2021
A brand new blend, Ristretto Style, was introduced. This is a specialty blended Freeze Dried Instant Coffee.
ORIGINS RANGE
2021
A new origins blend was launched, Brazil, in addition to the current Mocha Kenya Style. DE strives to bring the smallest of pleasures to life. These will turn moments of pause into indulgences, rewarding people with aroma, richness and subtle sophistication with every sip.
