In 1895, Johann Jacobs opened his specialty shop for coffee, tea, cocoa, chocolate and biscuits in the center of Bremen, Germany. He had spent several years learning the coffee trade as a retailer in one of Bremen's trading establishments. Even while still an apprentice, Jacobs was chosen to roast and taste the coffee samples because of his exceptional sense of taste. Jacob's shop became the foundation of a company that grew to operate on an international scale. In 1907, Jacobs started his own roasting plant and began supplying the area around Bremen with roast coffee. In the 1920s, Johann's nephew, Walther, joined the company and implemented many new marketing and distribution ideas. As demand grew for Jacobs Kaffee, the company expanded but never compromised the quality of its products.
Today, Kraft Food’s Jacobs is a leading premium coffee brand with its core product Krönung ("coronation" in German) known throughout Europe for its “pampering aroma,” or "verwöhnaroma" in German. One of Kraft’s billion-dollar brands, Jacobs is part of our global core coffee category. It is available in more than 20 countries and is the best-selling dry grocery brand in Germany and is among the most popular coffee brands in Austria, the Czech Republic, Greece, Latvia, Lithuania, Poland and Switzerland. Jacobs also has been building its presence in numerous other Eastern European countries like Bulgaria, Romania, Russia, Turkey and Ukraine during the past 15 years, making it one of Kraft’s global brands.
Advertising the aroma
The brand’s flagship blend of coffee, Krönung, is also marketed as Monarch in Austria and Russia. Kraft’s strategy for growing the brand is focused on building the Jacobs Krönung/Monarch blend in core markets. Jacobs Krönung/Monarch is positioned as having the best aroma, which is the most meaningful characteristic of coffee for consumers.