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Burying a traditional brand is rarely an easy step – not even for the Hamburg coffee company Tchibo, which discontinued the Gala coffee brand a year ago. “We struggled with ourselves for almost two years,” says Anne Scholl, head of marketing for the coffee business at Tchibo. The decision to give up Gala and instead revive the Eduscho brand was a “big risk”. There were still some doubts until shortly before the announcement in August 2022.

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