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  • U.S. Retail Media ($B) $74.4 ▲ +13.7
  • Amazon Delivery Glasses 5,000 ▲ +5,000
  • Kraft Heinz Cup Stake (%) 30 ▼ -70
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CPG Satire

Kraft Heinz Sells Coffee, Keeps 30% Of Each Cup

Maxwell House and Sanka go to One Rock Capital in a $650 million deal. Kraft Heinz keeps a 30% stake, roughly the part nobody finishes.

By , CPG & Brands Reporter PITTSBURGH · · 2 min read

Based on real news: Kraft Heinz to sell North American coffee business to private equity firm (Food Dive)

Illustration of a white coffee mug on a near-black background, filled with pink coffee except for a purple wedge cut neatly out of the top, as if by a pie server.
The 30% stake, pictured at the top of the mug, where it has always been. Illustration: The Daily SKU

PITTSBURGH—Kraft Heinz has agreed to sell its North American coffee business, including Maxwell House and Sanka, to private equity firm One Rock Capital Partners in a deal valuing the unit at $650 million, Food Dive reported. Kraft Heinz will keep a 30% stake. The company expects about $500 million in net proceeds, which it plans to use to pay down debt.

Under the terms, fictional, Kraft Heinz retains 30% of every cup brewed from now on. Analysts expect it to take the top 30%, which is the part that is still hot.

"It is a clean structure," said Harlan Odegaard-Fisk, a fictional consumer staples analyst at a fictional bank. "One Rock gets the brand, the plants and the bottom of the mug. Kraft Heinz gets the first sip and none of the dishes."

One Rock gets the brand, the plants and the bottom of the mug. Kraft Heinz gets the first sip and none of the dishes.

Illustration of an antique cash register with a long receipt
Illustration: The Daily SKU

The deal is expected to close in mid 2027. Kraft Heinz also reported Wednesday that third-quarter net sales fell 2% to $6.12 billion and narrowed its outlook for organic sales. Chief executive Steve Cahillane has been sharpening the company's focus on faster-growing categories such as condiments.

Coffee drinkers took the news calmly. A fictional retiree in Altoona, Pa., who has made the same 12 cups every morning since 1979, said he would continue to do so, and that whoever owned the remaining 70% was welcome to come by and drink it.

I bought a canister Wednesday and set it on Judge, my kitchen scale, who is not easily moved. (I weighed it: 30.6 ounces, label says 30.6.) Judge found no discrepancy. I then measured 30% of it into a separate container, labeled it Kraft Heinz and put it in the cupboard. It is still there.

The Pretzel, for the record, remains at 14.0 ounces until the December weigh-in. It has not been sold to anyone.

At press time One Rock had not said what it would do with the coffee, and Kraft Heinz had not said what it would do with its 30%, though a fictional spokesperson confirmed it takes it black.

Celeste Abernathy covers packaged goods and weighs everything first. Judge, her kitchen scale, assisted.

More on Kraft Heinz · Maxwell House

The Daily SKU is satire. Headlines and stories riff on real e-commerce, CPG and retail news, but the people, quotes, studies, surveys and most numbers are invented. No real person’s words are made up here. Each article ends with a factual “The Real Story” box and a “Riffing on” line linking the genuine reporting. Not investment advice. Not any kind of advice. About us.

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Riffing on: Kraft Heinz to sell North American coffee business to private equity firm, Food Dive