The second and third hugs in the coffee industry challenge the first brother Nestle.

After it was spun off from the North American grocery business of Kraft, the world's second largest food company, at the end of 2012, Mondelez International, which ranks second in the coffee business, announced on May 7 local time that it would spin off its coffee business and set up a purer coffee company with the third in the industry.

Mondelez International announced that its coffee business will merge with D.E Master Blenders 1753 B.V. (DEMB) to form a coffee joint venture called Jacobs Douwe Egberts, headquartered in the Netherlands, to create a "world leading" pure coffee company with an annual turnover of US $7 billion. The other party controls 51%, Mondelez Holdings 49%, and receives compensation of US $5 billion. Erin Rosenfeld, president and chief executive of Mondelez International, said that by retaining a significant stake, Mondelez International will continue to benefit from the growth of the combined company's coffee. The deal is expected to be completed in 2015, requiring regulatory approval.

At present, the size of the global coffee market is about US $81 billion, and Nestl é has long occupied the largest position, while Mondelez International and DEMB ranked second and third respectively, with coffee turnover of US $3.9 billion and US $3.4 billion respectively in 2013. Mondelez International China said that after the combination of the two, the share is still lower than Nestl é, but "can compete with Nestl é". At present, Mondelez International's main coffee business in China is Maxwell Coffee.