OREANDA-NEWS The former division of the German Tchibo — "Chibo CIS" — will change its name to "Tibio" and launch the umbrella brand Tibio instead of Tchibo. This is reported by Kommersant with reference to the company's letter to retail chains and materials of the presentation of the new brand.

Umbrella branding refers to marketing practices involving the use of one brand name to sell two or more related products. The company registered the new Tibio brand in September 2023. Cibo CIS stated that the recipe and technology of coffee production will not change, the packaging design will retain "maximum continuity".

A full-fledged transition to a new brand is planned for the end of 2023. The process will take place as the old packaging is removed. As follows from the presentation materials, the color scheme of packages and the names of the Gold Selection and Gold Mokka lines will remain the same. The Tibio logo as a whole will be similar to Tchibo, and the Exclusive line will change its name to Arabica Exclusive, concluded in "Chibo CIS".

The withdrawal of the fourth coffee producer in the world from the Russian business became known in the first half of August 2022. The new owner of the business was LLC "MVK" of the general director of "Chibo CIS" Mikhail Kovalevsky. At the same time, according to the agreements, Chibo CIS could use the coffee brands Tchibo and Davidoff only until the end of 2022. After the expiration date, the company had to continue deliveries under a new brand. The Gold brand was then indicated as one of the options.