Sara Lee Selling L'OR EspressO Online in Dutch Market

New Distribution Channel Builds on Continued Success of Premium Coffee Innovation

Jan 11, 2011, 00:05 ET from Sara Lee Corporation

UTRECHT, The Netherlands, January 11, 2011 /PRNewswire-FirstCall/ -- Sara Lee Corp. (NYSE: SLE) announced today it has begun selling via its online store in the Netherlands the new Douwe Egberts L'OR EspressO capsules compatible with Nespresso(R) coffee appliances. Consumers will be able to purchase online all four varieties of the product - Delizioso, Decaffeinato, Splendente and Forza - and have it delivered to any address in the country. A pack of ten capsules of any of the four varieties sells for a very competitive EUR3.09.

In just their first month in the Dutch market, Douwe Egberts L'OR EspressO capsules have become the best selling item in the Douwe Egberts stores, where the product was exclusively sold. The Douwe Egberts stores are a network of premium outlets throughout the Netherlands that combine a retail store for coffee- and tea-related products and a cafe format with a rewards center for Douwe Egberts' popular loyalty program.

"Online sales provide a new distribution channel to capitalize on the increasing consumer demand for L'OR EspressO capsules," said Frank van Oers, chief executive officer of Sara Lee's international beverage and bakery businesses. "The reaction from consumers in the Netherlands has been very positive and we are convinced the product will go on to achieve even greater popularity."

Continued success

Sara Lee's initiative to sell L'OR EspressO capsules online in the Netherlands coincides with the launch of a brand new dedicated web site - http://www.experiencelorespresso.com - in France, where consumers continue to reward the product with unprecedented success. Sara Lee's premium espresso capsules have been tried in more than 1 million French homes, an estimated 40% of all owners of a compatible coffee appliance in that country.

Since its launch in April 2010, Sara Lee has sold more than 100 million L'OR EspressO capsules and the product alone accounts for approximately 3.5% of the total value of the French retail roast-and-ground coffee market. The product has been an instant success thanks to its top-quality Arabica coffee, its retail availability and its attractive pricing.

All varieties of L'OR EspressO are made with exclusively 100 percent Arabica coffee grown and harvested in a socially and environmentally sustainable way, following the UTZ CERTIFIED Good Inside(R) program. Thanks to L'OR EspressO capsules, high-quality coffee lovers are able to enjoy a choice of coffee brands for the first time since they purchased their Nespresso(R) coffee appliance.

Nespresso(R) is a trademark owned by a third party not associated with Sara Lee.

About Sara Lee Corporation

Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world's best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $11 billion in annual net sales. Sara Lee has approximately 33,000 employees in its continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.

Contact

Media: Ernesto Duran, +31-30-297-2329

Analysts: Melissa Napier, +1-630-598-8739

SOURCE Sara Lee Corporation