Tchibo CEO Says ‘Little Innovation’ in US Coffee Category as German Brand Makes US Launch

Tchibo whole bean coffees available in 12-ounce and 30-ounce bags. Tchibo photo.

German coffee roaster and multi-category retail giant Tchibo has for the first time introduced its coffees to the United States.

Through a partnership with Southeast Michigan-based distributor Rainmaker Food Solutions, Tchibo coffees will be piloted in eight Midwestern swing states — Illinois, Indiana, Iowa, Ohio, Michigan, Minnesota, Missouri and Wisconsin — before a planned nationwide rollout.

In a company announcement of the product launch, Tchibo CEO Thomas Linemayr focused on the company’s long history in its home country while declaring that “there is little differentiation and innovation in the coffee category in the U.S.”

“As the pandemic continues to impact coffee behavior and consumption, consumers are looking for a brand to trust, one providing a reliable, authentic experience from the comfort of home,” Linemayr said. “With a strategic commitment to building and delivering a strong foundation of differentiated product, services and solutions, the time is right to bring the Tchibo experience to the U.S. and get the first batches brewed in these new markets.”

The “differentiated” products recently introduced to U.S. consumers include three arabica blends — Morning, Classic and Röstmeister — as well as a “single-origin” offering from unidentified parts of Colombia.

The launch also includes a dedicated U.S. website for the company, which was founded in Hamburg in 1949 before eventually expanding with retail locations throughout Europe.

According to the company, Tchibo has some 11,450 employees worldwide, and it generated more than $3.6 billion in revenue last year. In addition to selling coffees, the brand is known for blended retail stores, selling a broad range of items such as clothing and home goods.

The move to the U.S. grocery aisle comes as U.S. consumers increased home consumption amidst the ongoing COVID-19 pandemic.