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Amsterdam, Brussels, Lisbon, London and Paris – 12 June, 2012 -Shares in D.E MASTER BLENDERS 1753, the Coffee and Tea business spin-off of Sara Lee Corp. opened for trading on NYSE Euronext (NYX) in Amsterdam today under the ticker symbol “DE”.

D.E. MASTER BLENDERS 1753 is a leading, focused pure-play coffee and tea company that offers an extensive range of high-quality, innovative coffee and tea products that are well-known in retail and out of home markets across Europe, Brazil, Australia and Thailand. D.E MASTER BLENDERS’ brands have a strong heritage in the coffee and tea industry, and the company possesses a portfolio of well known and trusted brands with leading positions in key markets.

The shares of D.E MASTER BLENDERS 1753 began trading on an “as-if-and-when-issued/delivered” (AIW) basis, which means that investors may purchase or sell D.E MASTER BLENDERS 1753 shares on the regulated market of NYSE Euronext with LCH Clearnet assuming counterparty risk and with initial settlement of trades on 9 July 2012.

NYSE Liffe, the Europe-based derivatives business of NYSE Euronext, will add options on the shares of D.E MASTER BLENDERS 1753 to its highly successful range of equity option classes. The options will be introduced on the Amsterdam derivatives market of NYSE Liffe on 9 July 2012.

Michiel Herkemij, CEO of D.E MASTER BLENDERS 1753 said: "We are delighted with the listing of D.E MASTER BLENDERS 1753 at NYSE Euronext. It supports our objective of being a pure play coffee and tea company, and becoming a world leader in our industry.”

“We welcome D.E MASTER BLENDERS 1753 to our market. The company is a great addition to our group of internationally strongly positioned retail companies,” Cees Vermaas, CEO of NYSE Euronext Amsterdam said. “This fourth large cap listing in three months marks the vibrancy of the Dutch market place.”

Diederik Zandstra, Head of Listings Europe of NYSE Euronext added: "D.E MASTER BLENDERS 1753 is an excellent addition to our community of large cap companies. Through our universal trading platform the company will have access to our pan-European trading community.We look forward to a long-standing partnership with D.E MASTER BLENDERS 1753 and providing the company and its shareholderswith the highest levels of service, liquidity and market quality.”

To celebrate the listing, Michiel Herkemij, CEO of D.E MASTER BLENDERS 1753 sounded the gong which denotes the opening of trading on the European markets of NYSE Euronext. He was joined by Mark Rutte, Prime Minister of the Netherlands, Jan Bennink, Chairman of the Board of Directors of D.E MASTER BLENDERS 1753, Jan Michiel Hessels, Chairman of the Board of Directors of NYSE Euronext and Cees Vermaas, CEO of NYSE Euronext Amsterdam.

About D.E MASTER BLENDERS 1753
D.E MASTER BLENDERS 1753 is a leading pure-play coffee and tea company that offers an extensive range of high-quality, innovative products through well-known brands such as Douwe Egberts, Senseo, L’OR, Pilão, Merrild, Moccona, Pickwick and Hornimans in both retail and out of home markets. The company holds a number of leading market positions across Europe, Brazil, Australia and Thailand and its products are sold in more than 45 countries. D.E MASTER BLENDERS 1753 generated sales of more than € 2.6 billion in fiscal year 2011 and employs around 7.500 people worldwide. For more information, please visit www.demasterblenders1753.com

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