Kraft Heinz divests coffee brands to finance its recovery

Kraft Heinz is divesting most of its North American coffee operations. The sale of brands such as Maxwell House, Gevalia, and Tassimo is intended to reduce debt and create room for new investments. Meanwhile, revenue continues to decline, although the food company is performing better than expected.

Focus on more profitable brands

Kraft Heinz is selling 70% of its North American coffee division to investment firm One Rock Capital Partners. The transaction values the business at $650 million (€577 million). Kraft Heinz will retain a 30% minority stake and expects to complete the sale by mid-2027. The deal includes seven coffee brands, including Maxwell House, Gevalia, Tassimo, Ethical Bean, and Sanka. The operations account for approximately 3% of the group’s revenue.