OREANDA-NEWS  The Dutch concern JDE Peet's, which produces Jacobs coffee, may rename the brand for the Russian market in order to simplify the promotion of products, Kommersant reported.

Referring to several sources in various retail chains, the journalists explained that the final decision to change the name has not been made, but such options for a new name for the coffee brand as Monarch or Milicano are being considered.

"JDE stated that they intend to continue to provide customers and consumers in Russia through a local representative office. Further strengthening of localization, affecting, among other things, the brand portfolio, will best meet the demand," the publication noted, citing a company representative.

Aleksey Popovichev, executive director of Rusbrand, told Kommersant that the change of name could allow the company to continue developing local business, reducing the associated risks for the head office.