TPG-Backed Strauss Buys Ambassador Coffee Brand

Strauss Coffee, which is backed by private equity firm TPG Capital, will pay $8 million for the “Ambassador” brands of freeze-dried instant coffee and roasted and ground coffee products owned by Sucafina Group. The coffee products are sold in Russia, Ukraine and Moldavia. In addition to the sale price, Strauss Coffee will pay $2.4 million for non-competition undertaking by the sellers, the company said in a written release. TPG Capital owns 25.1% of Strauss.

PRESS RELEASE
Gadi Lesin, President & CEO of Strauss Group, said today: “The Ambassador transaction is another important step in Strauss Coffee’s expansion in Russia and CIS”

Todd Morgan, CEO of Strauss Coffee, said today: “Our acquisition of the Ambassador brand further enhances our competitive position in the Russian and CIS markets, and is another phase in developing our instant coffee bushiness on top of the Le Cafe transaction in Q4 last year.

About the Transaction
Strauss Coffee B.V. (74.9% owned by Strauss Group and 25.1% owned by TPG Capital) signed an agreement today with Sucafina Group to acquire the “Ambassador” brands of freeze-dried instant coffee and roast and ground coffee products sold in Russia, Ukraine and Moldavia. Net revenues of the brands were $10 million in 2010.

Strauss Coffee will pay $8 million for the brands, to be paid once ownership of the brand is assigned to Strauss Coffee. In addition, Strauss Coffee will pay $2.4 million for non-competition undertaking by the sellers. This will grant Strauss Coffee whole ownership of the company and the brand in Russia.

Strauss CIS intends to further develop Ambassador as a premium brand in the area.

Strauss CIS will acquire stock and equipment at net book price, and the transaction will be funded independently by Strauss Coffee. Strauss Russia will acquire stock and equipment at the lower of fair value and net book value.

The transaction is conditional on receipt of the approvals required by Authorities in Russia.

About Ambassador

Ambassador, which specializes in premium instant and R&G coffee brands, established its activity in 1998. It operates mainly in Russia, Ukraine and CIS, and employs 70 people. Net revenues from the brand were $10 million in 2010.

About Strauss Coffee of the Strauss Group
Strauss Coffee is currently the fifth-largest coffee company in the world in terms of green coffee procurement volumes and one of the fastest growing coffee companies over the past five years. The Company enjoys a leading position in the coffee markets where it operates.

Strauss Coffee operates in CEE, Brazil and Israel, employs 6,000 people, and had revenues of over euro 675 million in 2010.

Strauss Coffee’s activities focus on the R&G (Roast & Ground) sector, and it also produces and markets instant coffee. The company also engages in coffee related products, providing coffee solutions to both the in-home and away from home markets, including coffee shops, restaurants, hotel and offices.