Coffee wars: Peet’s, Green Mountain battle over Diedrich

November 24, 2009

There’s a big war brewing over single-serve coffee brand Diedrich Coffee Inc.   

Green Mountain Coffee Roasters Inc on Tuesday raised its bid for Diedrich to $265 million, or $32 a share in cash, to challenge a sweetened offer from Peet’s Coffee & Tea Inc on Monday. Peet’s cash-and-stock offer is valued at $30.41 per share.
Diedrich, which makes and sells K-Cup refills for Green Mountain Coffee’s single-cup Keurig brewer system, said its board is “continuing to analyze the two offers” to determine whether Green Mountain’s offer “continues to be a superior proposal.”
Peet’s, of course, said it thinks its cash-and-stock proposal is superior “given the greater certainty of an faster closing and the potential upside for Diedrich’s shareholders through the Peet’s stock component.” It has until Friday to make a revised offer.
Meanwhile, Green Mountain said its all-cash offer is better than Peet’s because Peet’s proposal is subject to market fluctuations in its stock price. 

Earlier this month, Peet’s had agreed to buy Diedrich for $26 per share, in a bid to cash in on Diedrich’s status as a licensee of Green Mountain’s fast-growing single-cup coffee brewing systems. Green Mountain emerged as an interloper with a competing offer.

“Peet’s does have a sense of urgency to enter the fast-growing single cup market, and Diedrich probably is its only reasonable opportunity,” Anton Brenner of Roth Capital Partners said.

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