JAB Holdings has cooled its coffee spending spree, striking a deal to buy its first cold drinks company, Dr Pepper Snapple, in a move which has bemused market commentators. Luxembourg-based JAB, which mainly controls the wealth of Germany\u2019s Reimann family, has announced it will buy the US soft drink maker for $18.7 billion, and merge it with coffee pod producer Keurig Green Mountain, which JAB bought in 2015.<\/p>\n
Some analysts consider the Dr Pepper deal odd\u2014Barclays\u2019 Lauren Lieberman said \u201cmany are struggling to understand the strategic rationale\u201d\u2014given coffee is one of the fastest-growing food and drink industries, while large soft drink companies face growing backlash from health lobbyists, and millennials develop a taste for more boutique, less sugar-laden brands.<\/p>\n
But does the family business tradition of taking a long-term view free from shareholder interference mean JAB is less hesitant in making such surprising decisions? Almost certainly, says Chris Simpson, strategy adviser at UK-based Business Doctors. \u201cOnce you have pension funds and institutional investors expecting quarter-on-quarter results, share price growth and\/or dividends that have been promised or implied, this kind of option is nigh on impossible to pursue,\u201d Simpson said.<\/p>\n
The Reimanns are not involved in any of the operative businesses they own or part own, which include the coffee assets already mentioned plus Bally, Coty, and their original family business, Reckitt Benckiser. They entrust their fortune to three advisers, Peter Harf, Bart Becht, and Olivier Goudet, who run JAB and sit on the boards of the subsidiaries.<\/p>\n
Lieberman also emphasised “the long-term perspective of JAB stakeholders”, and said the deal was reminiscent of when the holding company merged Coty with P&G\u2019s beauty business in 2015. \u201cIn both cases, it would seem JAB is aiming to create a \u2018challenger\u2019 platform and disrupt the status quo in its respective industry,\u201d she said.<\/p>\n
\u201cIn both cases, we expect the grand plan to become clear over time as JAB is a group with a unique vision on industry evolution and a preference for longer-term thinking.\u201d<\/p>\n
Keurig Green Mountain chief executive Bob Gamgort (left) said the deal came about by looking through \u201cthe lens of consumer needs, versus traditional manufacturer-defined segments\u201d. He also emphasised distribution savings, and the combined companies\u2019 ability to \u201creach virtually every consumer, everywhere\u201d.<\/p>\n
\u201cIt is not intuitive at first, but as people learn about it they are going to realise that this makes total sense.\u201d<\/p>\n