Dutch consumers will once again be able to redeem Douwe Egberts loyalty points for rewards, with book and gift retailer Bruna announced as the new redemption partner starting in spring 2026. The move marks a revival of the popular savings program after a period of uncertainty following the bankruptcy of former partner Blokker in 2024.
For decades, Dutch shoppers have collected the small seals affixed to Douwe Egberts coffee and tea packaging, exchanging them for items ranging from mugs to coffee machines. The program was disrupted when Blokker, the long-standing redemption point, filed for bankruptcy. Douwe Egberts, a brand owned by JDE Peet’s, has now secured a new collaboration with Bruna to reinstate the program.
The exact start date and the specific product range available for redemption will be announced shortly, according to Douwe Egberts. Still, the company has confirmed that all previously collected points will remain valid. The exchange rate will remain consistent: 200 points equate to €1 discount.
The news has been met with enthusiasm from loyal Douwe Egberts customers. While Bruna has a smaller retail footprint than Blokker did, the core concept of exchanging points for products will remain the same. Douwe Egberts has promised a regularly updated product assortment.
The revival of the savings program comes amidst a period of rising coffee prices. JDE Peet’s recently announced a price increase of between 10% and 25% on its coffee products, representing a cumulative increase of 64% since January 2024. This has led to some major retailers, including Jumbo and Picnic, suspending orders from JDE Peet’s, despite a global decline in coffee bean prices. Commodity analysts cite a record harvest in Brazil as a contributing factor to the falling bean prices.
Gianluigi Ferrari, CEO of Jumbo’s procurement organization Everest, criticized JDE Peet’s pricing strategy, accusing the company of prioritizing profits over market fairness. JDE Peet’s reported a 13.4% profit rise in 2024 and initiated a $250 million share buyback program.
Douwe Egberts’ history dates back to 1753, when Egbert Douwes and his wife Akke Thijsses opened a grocery store called ‘De Witte Os’ in Joure, Friesland. The company has a long tradition of customer loyalty programs.
