Dubai, UAE, May 20, 2004 – In one of its latest partnerships with the best companies in the world, Philips has announced its collaboration with Sara Lee Coffee and Tea Consumer Brands to develop the groundbreaking Senseo® single‑serve coffee system.
 
Though not yet available in the region, the rolling global launch of the Senseo® coffee machine, which has proven tremendously popular in Europe, has recently won praise following its entry into the US market.
 
The Senseo® coffee machine is the world’s first-ever single‑serve, low-pressure filter coffee system. More than 10 years of cooperative development and market research by Philips and Sara Lee have gone into this gourmet coffee system, which delivers a sensational cup of freshly brewed coffee with a delicious crema layer.
 
“This coffee system was developed with Sara Lee, a leader in beverage products, and serves as one of the most recent examples of how Philips seeks out alliances with the world’s best brands to make things better for its consumers,” said Robert van de Riet , Philips CEO.
 
Some of Philips’ recent partners include Nike, Unilever, Cappellini and Ikea. Philips worked with Nike to develop the newly introduced line of sports MP3 and FM radio players. As well, Philips worked with Unilever on a special consumer promotion offering a free bottle of Unilever’s Comfort fabric conditioner with the purchase of any Philips Comfort 1000 series iron.
 
Ikea stores feature Philips home electronics in their showrooms, while Cappellini and Philips worked together to produce furniture with Philips products built in.
 
“Philips’ partners are themselves leaders in their categories and bring their own specializations to complement our excellence in technology, product design and understanding of how to enhance all our customers’ experiences,” Robert van de Riet added.
 
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For more information please contact:
Louis Hakim
Corporate Communications & Brand Manager
Philips Electronics Middle East and Africa
louis.hakim@philips.com
Tel: 04 - 33 53 666
Fax: 04 – 309 5160
 
 
 

© Press Release 2004