The former German division of Tchibo GmbH, known as Tchibo CIS, underwent a government-led transition last year and is now set to operate under the new name Tibio LLC. Reports from Kommersant indicate that the brand itself will shift from Tchibo to Tibio as part of this rebranding process.
Officials confirm that the underlying production technology and the coffee recipe will remain unchanged. Packaging will continue to mirror the prior brand, ensuring familiarity for existing customers while the corporate identity evolves. This move appears to be a branding and ownership adjustment rather than a change in the product itself.
Rospatent indicates that the Tibio trademark was registered earlier this year, highlighting the formal steps taken to establish the new brand in the market. The registration underscores the brand’s intention to build a distinct identity within the local market while preserving the product’s core attributes.
In July, sources reported that Tchibo GmbH ceased ownership of Tchibo CIS LLC, with the business reportedly passing to MVK LLC. The new supervisory structure, led by the former general manager of Tchibo CIS, signals a strategic reassessment of brand management and distribution. Kommersant’s sources suggest that there may be a window through the end of 2022 for the company to pursue licenses for the Tchibo and Davidoff coffee brands before transitioning to a new label for supply and marketing purposes.
Earlier, in August, it was noted that Dutch company JDE Peet’s, which produces Jacobs and other coffee brands, planned to shift toward selling products under local brands rather than Western brands within Russia by year-end. This broader trend points to a regional shift toward brand localization and portfolio adaptation in response to market dynamics and regulatory environments.
Questions about daily consumer choices, such as whether coffee and tea with milk can be enjoyed together, reflect the broader consumer interest in how branding changes affect taste perception and product usage. Industry observers emphasize that while branding may change, the consumer experience—flavor, aroma, and preparation—often remains aligned with long-standing preferences and habits.