The L’Or brand, belonging to the Dutch coffee group JDE Professional, seeks to conquer the Spanish hospitality market, which includes four divisions: bars, cafés and restaurants; hotels; companies; and hospitals and communities. “Our food colleagues launched the L’Or brand in Spain with great success a few years ago and it became a pioneer in launching aluminium capsules in supermarkets,” explains Joan Jover, CEO of JDE Professional in Spain and Portugal. "Now at JDE Professional we want to continue developing the same premium experience for consumers in the out-of-home line in every single business area in which we operate," he adds.   

L’Or managed to improve its sales in Spain in 2020 thanks to the lockdown and mobility restrictions, which led to increased coffee consumption by households. It went from sales of 240 million euros in 2019 to 267 million in 2020. This year it is expected to equal or even improve on that result thanks to its hospitality industry launch. 

The launch of the L´Or brand in the out-of-home market comprises four areas: L'Or Suprême (hospitality disc-shaped capsules), L'Or Sublime (coffee beans in an aluminium can), L'Or Promesso (concentrated liquid coffee and concentrated liquid milk) and L'Or Mini (machine with capsules and water, and an independent spout for infusions). “With these four subcategories we cover any need for coffee and tea in all the areas in which we operate: Bars, Hotels, Communities and Business”, highlights Jover. The company provides the capsule machine, with its technical maintenance included in the price of disc orders; it also collects these for recycling by using the delivery distribution network. JDE Professional is committed to sustainability, from the coffee growing itself to the moment of consumption. Associated with the Common Grounds programme that guarantees ethical and responsible cultivation, it contributes to improving the conditions of farmers and works to improve the environment. 

^{Photo: JDE Professional}