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New Flavor Blends Give You More Ways to Create Your Signature Senseo

Experience

    CHICAGO, March 22 /PRNewswire-FirstCall/-- Senseo, the first single-serve
 coffee pod system to introduce the European coffee experience into American
 homes, continues to celebrate its European heritage with the arrival of three
 new flavor blends.  Paris Vanilla Bistro, Killarney Irish Creamery and Vienna
 Hazelnut Waltz add a continental flair to the Senseo coffee pod collection and
 are a perfect way to experience your own signature Senseo cup of gourmet
 coffee with a frothy coffee layer.
     The city-inspired blends debut at the International Home and Housewares
 Show March 20-22, 2005 and, in late April, will join the original Senseo
 gourmet roasts -- Mild Roast, Medium Roast, Dark Roast and a Decaffeinated
 blend -- at mass merchandisers, specialty retailers and grocery stores across
 the nation.
     "We developed the Senseo system to cater to individual taste preferences
 and empower consumers to create their own signature experience," explains Will
 Ensign, senior brand manager for Senseo.  "What's distinctive about Senseo's
 newest roast selections is that these varieties offer subtle flavors to
 enhance the coffee-drinking experience, while allowing java lovers to enjoy
 the pure coffee taste.  Senseo's city-inspired collection makes it even easier
 for American consumers to savor a gourmet European cup of coffee in the
 comfort of their own home."
     Paris Vanilla Bistro, Killarney Irish Creamery and Vienna Hazelnut Waltz
 will come in packs of 16 pods for a suggested retail price of $3.99 to $4.99
 and are currently available via the Internet at http://www.senseostore.com and
 http://www.amazon.com .
     The Senseo coffee sensation began in 2001 when the gourmet in-home coffee
 system debuted in Europe.  Since then, more than 8 million consumers around
 the world have enjoyed Senseo. The coffee maker combines an integrated brewing
 system from Philips Electronics with high quality coffee pods from Sara Lee's
 Douwe Egberts brand, one of Europe's premiere coffee brands for more than 250
 years, to create a perfect cup of coffee.
     "Unlike other single-serve, mild-pressure coffee makers available, Senseo
 delivers a consistent cup of gourmet coffee with a frothy coffee layer, which
 creates a velvety, smooth taste and feel," says John Lombardo, senior brand
 manager of marketing for Senseo.  "Our rich history and experience has allowed
 us to perfect our craft and take brewing to a scientific level, guaranteeing a
 sensational, consistent cup of coffee."
     Just nine months after Senseo hit American shelves in 2004, single-serve
 pod-based coffee machines sales totaled more than 1 million, a milestone
 reached quicker than such consumer home electronics success stories as iPod,
 Blackberry and TiVo.  Senseo enjoys the leadership position in market share in
 the United States with more than 350,000 units sold, and is out-performing its
 competition in taste and the overall coffee experience.  According to post-
 purchase research*, 95 percent of Senseo consumers are very satisfied or
 extremely satisfied with Senseo and would give it a positive referral to a
 friend.
     Changing tastes, smaller households and coffeehouses on every corner all
 have led U.S. coffee drinkers to demand a better cup of everyday coffee that
 meets their individual taste preferences.  Additionally, the recent post-
 purchase survey* indicates that 97 percent of consumers like the convenience
 of pods.  Enter Senseo, the single-serve gourmet coffee system that brews one
 or two cups at a time and allows a different choice of blends on a cup-by-cup
 basis.  This pod-based, push-one-button system is an attractive solution for
 the coffee lover seeking convenience without sacrificing taste.
 
     About Senseo
     The Senseo coffee maker automatically uses the right amount of water,
 boiled to a precise temperature and, via the mild-pressure system, gets only
 the best out of the coffee beans. Senseo's unique frothy coffee layer locks in
 both flavor and aroma to give the coffee a velvety, smooth feel and taste.
     The original four varieties -- building up in strength: Mild Roast, Medium
 Roast, Dark Roast and a Decaffeinated blend -- are available in packs of 18
 for a suggested retail price of $3.99 to $4.99 and can also be purchased via
 the Internet at http://www.senseostore.com and http://www.amazon.com.  The
 Senseo coffee maker has a modern design and is available in three colors:
 cobalt blue, black and white, for a suggested retail price of $69.99.  For
 more information regarding the Senseo innovation, visit http://www.senseo.com.
 
     *Telephone survey conducted in December 2004 by ICR/International
      Communications Research, in Media, PA
 
     About Royal Philips Electronics
     Royal Philips Electronics of the Netherlands (NYSE:   PHG, AEX: PHI) is one
 of the world's biggest electronics companies and Europe's largest, with sales
 of EUR 30.3 billion in 2004. With activities in the three interlocking domains
 of healthcare, lifestyle and technology and 161,500 employees in more than 60
 countries, it has market leadership positions in medical diagnostic imaging
 and patient monitoring, color television sets, electric shavers, lighting and
 silicon system solutions.  News from Philips is located at
 http://www.semiconductors.philips.com.
 
     About Sara Lee
     Sara Lee Coffee and Tea, a division of Sara Lee Corporation
 (http://www.saralee.com), is the second-largest coffee roaster in the world.
 Sara Lee's largest coffee brand is Douwe Egberts, which is an international
 coffee tradition celebrating more than 250 years of excellent taste. Founded
 in the Netherlands in 1753, Douwe Egberts now can be found in many countries
 around the world. The brand is recognized for a wide range of coffees in
 markets, offices, fine hotels, restaurants and cafes.
 
 

SOURCE  Royal Philips Electronics of the Netherlands; Sara Lee Corporation