Document:

Exhibit 10.4

 Exhibit 10.4 
 PARTNERSHIP AGREEMENT 
 This Partnership Agreement (“PA”) is made and
entered into on 30 March 2012 by and between: 
  

	1.	Philips Consumer Lifestyle B.V., having its principal office at Piet Heinkade 55, (1019 GM) Amsterdam, The Netherlands (“Philips CL”);

  

	2.	Koninklijke Philips Electronics N.V., having its principal office at Amstelplein 2, (1096 BC) Amsterdam, The Netherlands (“KPENV”);

 (Philips CL and KPENV jointly referred to herein as “Philips”, it being understood that when
referred to Philips in relation to the Commercialization of any Coffee System, the term “Philips” shall refer to Philips CL) 

and 
  

	3.	Sara Lee/DE B.V., having its principal office at Vleutensevaart 100, (3532 AD) Utrecht, The Netherlands (“Sara Lee”)

 Each of KPENV, Philips CL and Sara Lee shall be referred to herein individually as a “Party”,
and collectively the parties shall be referred to as the “Parties”, it being understood that, as the context requires, KPENV and Philips CL shall be deemed to be one single Party or shall be deemed to refer to either of KPENV or
Philips CL, as applicable. 
 Whereas: 
  

	1.	The Sara Lee group is in the process of separating into two separate, publicly traded pure play pure play companies for meat and coffee & tea, respectively,
which separation shall be completed in the first half of 2012. The coffee & tea group of companies to be established pursuant to such process shall be the successor of all coffee and tea activities of the Sara Lee group of companies and
shall be publicly traded under the name D.E Master Blenders 1753 N.V. (the “D.E Master Blenders 1753 group”), and the parent company of such group shall be D.E Master Blenders 1753 N.V. 

 

	2.	As part of the Sara Lee group’s strategy for the new pure play coffee & tea company, Sara Lee wishes, amongst others, to innovate its coffee offerings and
to use the SENSEO Trademark as the portfolio brand for its current and future coffee beverage platforms, as further described and specified in this PA. In light thereof and especially the investments required therefore, Sara Lee will acquire
KPENV’s ownership interests in the SENSEO Trademark pursuant to that certain Trademark Transfer Agreement entered into between Sara Lee and KPENV (“Trademark Transfer Agreement”) simultaneously with this PA.

  
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	3.	The Parties now wish to enter into this PA to govern their overall partnership and to cooperate on a mutually exclusive basis with respect to the joint
Commercialization of Coffee Systems in the B2C Field, subject to such terms and conditions as specified in this PA. 

  

	4.	The Parties agree that the cooperation between the Parties with respect to a particular Coffee System will be solely governed by the specific Coffee System Agreement
entered into by the Parties with respect to such Coffee System. 

  

	5.	Accordingly, the cooperation of the Parties with respect to the “Senseo coffee pod system“ and the “Hera system“ shall be governed by the Coffee
System Agreement on Pod Systems (“CSA on Senseo Coffee Pod Systems”) and the Coffee System Agreement on Hera System (“CSA of Hera Systems”), respectively, which shall be entered into by the Parties simultaneously
with this PA. 

 Now, therefore, the Parties agree as follows: 
 Article 1—Definitions 
 As used in this PA, the following capitalized terms
shall have the following meaning: 
  

	1.1	“Affiliate” shall mean, any corporation, company or other legal entity of which 50% (fifty per cent) or more of the issued and outstanding capital or
of which 50% (fifty per cent) or more of the power to vote for the election of the directors and/or to otherwise direct the activities of such corporation, company or entity is, owned or controlled, directly or indirectly, with respect to Sara Lee,
Sara Lee Corporation, or after the separation process as described in the recitals of this PA, DE Master Blenders 1753 N.V. or, with respect to Philips CL, by KPENV, but in respect of each of them only so long as such ownership or control exists.

  

	1.2	“Alternative Trademark” shall have the meaning given in Article 2.6. 

 

	1.3	“B2C Field” means the field of products primarily intended for or targeted at consumers. 

 

	1.4	 “Coffee System” means a system for making single or multiple coffee servings suitable for consumption comprising of at least the
following elements: (a) a disposable container, pad, capsule or other pre-packaged packaging for holding and supplying coffee (including espresso coffee) (in whatever form including in the form of ground and/or roasted coffee or fresh beans)
for a single or multiple servings (“Coffee Packaging”) and (b) a coffee or multi-beverage machine with coffee functionality, capable of brewing coffee and/or espresso coffee, and which is intended for use with, and to be
connected to, the Coffee Packaging 

  
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(“Coffee Machine”). Examples of such a Coffee System are the Senseo Coffee Pad System (as such term is defined in the CSA on Senseo Coffee Pod Systems) and the Hera Coffee System
(as such terms is defined in the CSA on Hera Systems). For the avoidance of any doubt and illustration purposes only, coffee machines that are not developed for use with a Coffee Packaging such as ordinary filter coffee machines and fully automatic
espresso machines of the type such as the Saeco Exprelia and Talea shall not be deemed Coffee Systems. 

  

	    	The term “Coffee System” shall include any “multi-beverage” Coffee System that is capable of making coffee and/or espresso coffee as well as other
beverages such as chocolate or tea. Systems for making beverages other than coffee and which are not capable of making coffee and/or espresso coffee shall not be deemed to constitute a Coffee System and are expressly excluded from the scope of this
PA. 

  

	1.5	“Coffee System Agreement” means an agreement between the Parties governing their collaboration with respect to the joint Commercialization of a
particular Coffee System. 

  

	1.6	“Commercialization” means any and all activities directed to the manufacturing, sale and/or distribution, but excluding any in-house development
activities or bona fide contract development services by third parties. When used as a verb “Commercialize” means to engage in Commercialization. 

 

	1.7	“Confidential Information” shall have the meaning given in Article 7.1. 

 

	1.8	“CSA on Senseo Coffee Pod Systems” shall have the meaning given in the part of this PA above the recitals. 

 

	1.9	“Coffee Machine” shall have the meaning given in Article 1.4. 

 

	1.10	“Coffee Packaging” shall have the meaning given in Article 1.4. 

 

	1.11	“CSA on Hera Systems” shall have the meaning given in the part of this PA above the recitals. 

 

	1.12	“Disclosing Party” shall have the meaning given in Article 7.34. 

 

	1.13	“D.E Master Blenders 1753 group” shall have the meaning given in the recitals. 

 

	1.14	“ISC” shall have the meaning given in Article 2.9. 

  

	1.15	“Indication of Interest Notice” shall have the meaning given in Article 4.2.1. 

 

	1.16	“Information” shall mean any and all drawings, specifications, photographs, samples, models, processes, procedures, instructions, software, reports,
paper and any other information of a technical, commercial or other nature 

  
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	1.17	“Intellectual Property Right” or “IPR” shall mean any Information, patents, utility certificates, design patents, utility models,
industrial design rights, copyrights, database rights, trade secrets, semiconductor IC topography rights and any other form of intellectual property right afforded protection at any time by any applicable law and all registrations, applications,
renewals, extensions, combinations, divisions, continuations or reissues of any of the foregoing and renewals or extensions thereof throughout the world. Trademarks and domain names shall be excluded from the term “Intellectual Property
Rights”; 

  

	1.18	“Go-Alone Notice” shall have the meaning given in Article 4.2.4. 

 

	1.19	“KPENV” shall have the meaning given in the part of this PA above the recitals. 

 

	1.20	“Negotiation Termination Notice” shall have the meaning given in Article 4.2.3. 

 

	1.21	“New Coffee System” shall have the meaning given in Article 4.2.1. 

 

	1.22	“Notifying Party” shall have the meaning given in Article 4.2.1. 

 

	1.23	“Offered Terms” shall have the meaning given in Article 4.2.4. 

 

	1.24	“Other Party” shall have the meaning given in Article 4.2.1. 

 

	1.25	“RoFR Notice” shall have the meaning given in Article 4.2.1. 

 

	1.26	“RoFR Period” shall have the meaning given in Article 4.2.4. 

 

	1.27	“Partnership Principles” means the terms and principles set forth in the articles 2.1, 2.3, 2.4, 2.5, 2.6, 2.7, 2.8, 3.1, 3.2 and 3.3 hereof.

  

	1.28	“Party” and “Parties” shall have the meanings given in the part of this PA above the recitals. 

 

	1.29	“Philips” shall have the meaning given in the part of this PA above the recitals. 

 

	1.30	“Philips Brand Identity Guidelines” shall have the meaning given in Article 2.6, and as delivered to Sara Lee. 

 

	1.31	“Philips CL” shall have the meaning given in the part of this PA above the recitals. 

 

	1.32	“Philips Trademark” means the “Philips” word mark and/or the Philips logo and any applications, registrations and renewals thereof anywhere
in the world. For illustration purposes only, a copy of the Philips Trademark is depicted in Schedule 4. 

  

	1.33	“Publicity Statement” shall have the meaning given in Article 9.1. 

 

	1.34	“Receiving Party” shall have the meaning given in Article 7.3. 

  
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	1.35	“Senseo Brand Management and Identity Policy” shall have the meaning given in Article 2.6 and as delivered to Philips CL. 

 

	1.36	“SENSEO Trademark” means any and all trademarks incorporating the word “SENSEO”, in whichever form or format, whether registered or not, and
all registrations, applications and renewals thereof anywhere in the world 

  

	1.37	“Trademark Transfer Agreement” shall have the meaning given in the recitals. 

 

	1.38	“Term” shall mean the term of this PA. 

  

	1.39	“Territory” shall mean all countries in the world. 

 Capitalized terms defined elsewhere in this PA shall have the respective meanings as given herein. 

Article 2 – Scope of Cooperation 
  

	2.1.1	The Parties (and their Affiliates) agree to work together on a mutually exclusive basis in the Territory with respect to the Commercialization of Coffee Systems in the
B2C Field during the Term of this PA, subject to the terms and conditions set forth in this PA, it being understood that the exclusivity to which Philips and its Affiliates shall be bound under this PA shall be limited to any Commercialization of
any Coffee Systems under the Philips Trademark. Accordingly, Philips shall not be limited in any way with respect to the Commercialization of any Coffee System under any brand other than the Philips Trademark. 

 

	    	The Parties acknowledge and agree that the foregoing shall be without prejudice to any contractual limitation with respect to the use of any Intellectual Property Right
or any non-compete provision to which a Party (or any of its Affiliates) may be bound or be subject to pursuant to any Coffee System Agreement between the Parties (or their respective Affiliates). 

 

	2.1.2	The Parties acknowledge and agree that it is their mutual intent that any Coffee Systems which shall be Commercialized by the Parties together in the B2C Field pursuant
to this PA shall be Commercialized in the B2C Field under the SENSEO Trademark (together with the Philips Trademark). 

  

	    	To avoid doubt, it is understood that as to Sara Lee and its Affiliates the exclusivity to which they shall be bound pursuant to this PA shall not be limited to any
Commercialization of Coffee Systems in the B2C Field under the SENSEO Trademark, but shall apply to the Commercialization of Coffee Systems in the B2C Field regardless of the trademark or brand under which such Coffee Systems are Commercialized by
Sara Lee or its Affiliates. 

  
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	2.2	Each Party shall cause its Affiliates to comply with the terms of this PA, and shall be responsible for any breach of any of the terms of this PA by any of its
Affiliates. 

  

	2.3	The Parties shall for each New Coffee System that the Parties have agreed to jointly Commercialize based on the right of first refusal procedure as set forth in the
articles 4.1 and 4.2 of this PA enter into a Coffee System Agreement. 

  

	2.4	Each Coffee System Agreement shall be consistent with the Partnership Principles as set forth in this PA, except to the extent as may be agreed otherwise in any such
Coffee System Agreement. Furthermore, the Coffee System Agreement shall amongst others contain detailed arrangements on the following topics: 

  

	 	(a)	a description of the Coffee System; 

  

	 	(b)	the ownership and use of Intellectual Property Rights; 

  

	 	(c)	the use of the SENSEO Trademark and the Philips Trademark for the relevant Coffee System (and/or such other trademarks as the Parties may agree to use in such Coffee
System Agreement). The licenses and rights to use the SENSEO Trademark and the Philips Trademark with respect to a Coffee System shall be consistent with the terms set forth in article 3. If the Parties agree to use an Alternative Trademark, then
the terms set forth in article 3 with respect to the SENSEO Trademark shall apply mutatis mutandis with respect to such Alternative Trademark; 

  

	 	(d)	non-compete arrangements; and 

  

	 	(e)	the duration, termination and consequences of termination. 

  

	2.5	The Parties shall cooperate as partners and shall jointly define the overall business strategy related to Coffee Systems that are the subject of a Coffee Systems
Agreement, it being understood that the governance of the cooperation under a Coffee System Agreement shall be conducted in accordance with the decision principles as incorporated in the WACI Schedules attached hereto as Schedule 1, 2 and 3.

  

	2.6	Sara Lee will be responsible for the definition of the brand management and identity policy related to the SENSEO Trademark and the rules for the use of the SENSEO
Trademark (the “Senseo Brand Management and Identity Policy”), or such alternative trademark (“Alternative Trademark”) as the Parties may agree to use in a Coffee System Agreement, if the use of the Senseo Trademark
is not feasible. The Senseo Brand Management and Identity Policy related to the Coffee Systems and the use of the SENSEO Trademark (or the Alternative Trademark, as the case may be) in relation thereto shall be defined in accordance with the
decision principles as set forth in the WACI Schedule attached to this PA as Schedule 1, it being understood that, as far as the use of the Philips Trademarks or any other trademark owned by Philips (or any of its Affiliates) is concerned,
the Senseo Brand Management and Identity Policy must be consistent with the Philips Brand Identity Guidelines with respect to the use of the Philips Trademark and/or any other trademarks owned by Philips (or any of its Affiliates) (the
“Philips Brand Identity Guidelines”) as determined by Philips in its sole discretion). 

  
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	2.7	The Parties will each be responsible for their own profits and losses. The Parties agree that they shall have no obligation to pay any structural payment of royalties,
product subsidies or other recurring financial support of a structural nature to the other party except as may be explicitly agreed otherwise in writing between the parties. The Parties shall discuss on appropriate mechanisms for “ad hoc”
promotional support to enable Philips CL and/or its Affiliates to offer the products at a competitive pricing, while at the same making a sufficient margin. 

 

	2.8	The way of working between the parties in relation to Equity and Activation and In-Market Activation & Promotion matters shall be conducted in accordance with
the decision principles set forth in the WACI Schedules attached to this PA as Schedule 2 and 3. 

  

	2.9	The Parties shall establish an international steering committee (“ISC”) which shall meet on a quarterly basis. The ISC shall be composed of three
(3) persons appointed by Sara Lee and three (3) persons appointed by Philips for overseeing and managing the overall partnership relationship. The Parties shall appoint representatives, and may substitute representatives from time to time
to the ISC, provided always that such representatives shall have a relevant senior managerial responsibility and authority. 

  

	2.10	The Parties agree that any Coffee System Agreement shall contain terms consistent with the following provisions (except as may be otherwise agreed in a Coffee System
Agreement): 

  

	 	(a)	After the end of the term of the relevant Coffee System Agreement, Philips and its Affiliates shall have to right to sell and otherwise dispose of its remaining stock
of Coffee Machines within twelve (12) months after the termination of such agreement (the “Phase Out Period”). During the Phase Out Period, Philips and its Affiliates shall continue to have a non-exclusive, worldwide and
royalty free right and license to use the SENSEO Trademark in the B2C Field in connection with any Coffee Machine that was the subject of the applicable Coffee System Agreement and which was being sold and marketed at the time of such termination.
Philips shall provide Sara Lee with a stock list for the Coffee Machines that are the subject of such agreement within a reasonable period of time after such termination. 

  
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	 	(b)	It is understood and agreed between the Parties that during and after the lapse of the Phase Out Period, Philips and its Affiliates shall have the right to (continue
to) make, have made, distribute and sell appliances similar or comparable to the appliances under development or being made, marketed or sold at the time of the termination of the applicable Coffee System Agreement, provided that after such Phase
Out Period no use shall be made of the SENSEO Trademark for such appliances and provided that any use of any other intellectual property owned or co-owned by Sara Lee with respect to any such appliance shall be in accordance with the applicable
Coffee System Agreement or other agreement between the Parties. 

  

	 	(c)	Without prejudice to sub b above, it is understood and agreed that, during and after the term of the applicable Coffee System Agreement, neither Party nor any of its
respective Affiliates shall make, have made, sell, distribute or otherwise dispose of any appliance which has a similar or substantially similar exterior overall appearance as a Coffee Machine that is or was marketed and/or distributed by a party
under such Coffee System Agreement in a field outside the B2C field of the Coffee System that is the subject of such agreement, except as otherwise agreed in any Coffee System Agreement. It is understood that the Parties and their Affiliates right
to make have made, sell, distribute or otherwise dispose any Coffee Machines within the field of the relevant Coffee System shall be subject to the terms of the relevant Coffee System Agreement. 

 

	2.11	Sara Lee represents and warrants that it shall be part of the D.E Master Blenders 1753 group when the separation process as described in the recitals will be
effectuated. 

  

	2.12	In case the Parties enter into a Coffee System Agreement for a Coffee System, their cooperation with respect to such Coffee System Agreement shall be solely governed by
such Coffee System Agreement. Accordingly, the cooperation of the Parties with respect to the “Senseo coffee pod system” and the “Hera system” shall be governed by the CSA on Senseo Coffee Pod Systems and the CSA of Hera Systems,
respectively. In case of any inconsistency or conflict between the provisions of this PA and the provisions of a Coffee System Agreement, the relevant provisions of the Coffee System Agreement shall prevail. 

  
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 Article 3 – Right of use and licenses 

 

	3.1	During the Term of this PA, Philips and its Affiliates shall have the exclusive (except for Sara Lee’s right as set forth below in article 3.3), worldwide and
royalty free right and license to use the SENSEO Trademark in connection with the Commercialization of any Coffee Machine with respect to which the Parties have entered into a Coffee System Agreement in accordance with the Senseo Brand Management
and Identity Policy and the terms of the applicable Coffee System Agreement. 

  

	3.2	In addition, Philips and its Affiliates shall during the Term of this PA have a non-exclusive, worldwide and royalty free right and license to use the SENSEO Trademark
as part of the domain names actively used by Philips and/or its Affiliates as listed in Schedule 5. It is understood that no ownership in any such domain name is transferred to Sara Lee pursuant to this PA, but Philips acknowledges and agrees
that the word “SENSEO” may only be used in such domain names for the duration of the license and only in connection with the Commercialization of the Coffee Systems for which the Parties have entered into a Coffee System Agreement.

  

	3.3	During the Term of this PA, Sara Lee and its Affiliates shall have the non-exclusive, worldwide and royalty free right and license to use the Philips Trademark in
connection with any Coffee Systems with respect to which the Parties have entered into a Coffee System Agreement, subject to compliance with the relevant Coffee System Agreement and the Philips branding guidelines. 

 

	3.4	Sara Lee and its Affiliates shall have and maintain the full right to use the SENSEO Trademark with respect to any Coffee System that is subject to a Coffee System
Agreement for the purposes of Commercialization of such Coffee System in accordance with the relevant Coffee System Agreement. The Parties acknowledge and agree that Sara Lee and its Affiliates shall be entitled to fully use the SENSEO Trademark in
accordance with its ownership rights outside the scope of this PA. Furthermore, Sara Lee shall have the right to use the SENSEO Trademark for the Commercialization of any Coffee System that Sara Lee is permitted to commercialize without Philips
pursuant to and in accordance with the RoFR procedure as set forth in the articles 4.1 and 4.2 of this PA, it being understood, for the avoidance of any doubt, that such right to use may not conflict with any non-compete obligations applicable under
any (other) Coffee System Agreement. 

  
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	3.5	During the Term of this PA, Sara Lee or any of its Affiliates shall not use, or grant to a third party, the right to use the SENSEO Trademark in the B2C Field in
connection with any Coffee System and any other use in accordance with any Coffee System Agreement and except with respect to any Coffee System which, and only as of when, Sara Lee and its Affiliates are free to Commercialize such Coffee System
without Philips in accordance with the articles 4.1 and 4.2 of this PA, it being understood, for the avoidance of any doubt, that such right to use may not conflict with any non-compete obligations applicable under any (other) Coffee System
Agreement. 

  

	3.6	During the Term of the PA, Philips or any of its Affiliates shall neither use nor grant a third party the right to use the Philips Trademark in a branding-like manner
in the B2C Field in connection with any Coffee System (other than any use consistent with any Coffee System Agreement) except with respect to any Coffee System which, and only as of when, Philips is free to Commercialize such Coffee System without
Sara Lee in accordance with articles 4.1 and 4.2 of this PA. it being understood, for the avoidance of any doubt, that such right to use may not conflict with any non-compete obligations applicable under any (other) Coffee System Agreement.

  

	3.7	Without prejudice to article 6.1 of the Trademark Transfer Agreement, Sara Lee shall have the right, at its sole discretion and at its expense, to take appropriate
action and proceedings against any infringement or other improper use of the SENSEO Trademark by a third party in the field of the Coffee Machines. Philips shall upon Sara Lee’s reasonable request provide Sara Lee with reasonable assistance and
cooperation with respect to any such action or proceedings except if such action or proceeding could adversely affect Philips or its Affiliates interests. Sara Lee shall reimburse Philips and its Affiliates for any reasonable costs and expenses
incurred in providing such assistance. If Sara Lee pursues or takes any such action or proceedings, it shall offer Philips the opportunity to voluntarily join in such action or proceedings. If Philips, at its sole discretion, elects to join in such
action or proceedings, then the Parties shall equally share the costs of such action or proceedings, and any damages or other monetary proceeds recovered from such action or proceedings unless agreed otherwise in writing with respect to a particular
proceeding or action. If Sara Lee elects not to take appropriate action or proceedings against any such infringement or improper use, Philips or its Affiliate shall have the right to undertake such action or proceedings at Philips (or its
Affiliate)’ own expense and in which case Philips (or its Affiliate, as the case may be) shall be entitled to all damages or other monetary proceeds recovered from such actions or proceedings, subject to Sara Lee’s prior approval which
approval shall not be unreasonably withheld or delayed, whereby a decision of Sara Lee to withhold its prior approval because such action or proceedings could reasonably likely adversely affect Sara Lee’s or its Affiliates’ interests shall
be not be deemed to be unreasonable. The Parties may agree on further details with respect to the subject of this article 3.7 in any Coffee System Agreement. 

  
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 Article 4 – Right of first refusal 

 

	4.1.1	If, during the Term of the PA, Sara Lee (or any of its Affiliates) desires to pursue the Commercialization of a new Coffee System, alone or with a third party, in the
B2C Field in the Territory (or any part thereof), it shall give to Philips the right of first refusal (“RoFR”) in the manner as provided in the articles 4.1 and 4.2 of this PA. 

 

	4.1.2	If, during the Term, Philips (or any of its Affiliates) desires to pursue the Commercialization of a new Coffee System under the Philips Trademark, alone or with
another party, in the B2C Field in the Territory (or any part thereof), it shall give to Sara Lee a RoFR in the manner as provided in the articles 4.1 and 4.2 of this PA. To avoid doubt, as regards Philips and its Affiliates, this RoFR shall only
apply to the Commercialization of any Coffee System under the Philips Trademark. For the purpose of the articles 4.1 and 4.2 of this PA only, the term “Philips Trademark” shall mean any trademark owned by Philips or any of its Affiliates,
in whichever form or format, whether registered or not, and all registrations, applications and renewals thereof anywhere in the world, incorporating the word “Philips”. It is acknowledged and agreed by Sara Lee that any reference to
Philips or the use of the Philips name other than any real branding-like use shall not be deemed a commercialization under the Philips Trademark for the purpose of this Article 4 and Article 2.11. Examples of such use in a non-branding like manner
are: any mentioning of “Philips” as part of a corporate name, or any reference to the Philips group or Philips corporate entity, any general reference to or general listing of Philips products in any Philips promotional activities or any
Philips communications (e.g. on a Philips website). 

  

	4.1.3	For the avoidance of doubt, the RoFR shall only apply to new Coffee Systems and shall not apply to any Coffee Systems that are already the subject of any Coffee System
Agreement. 

  

	4.2.1	If a Party (or any of its Affiliates) desires to pursue the Commercialization, alone or with a third party, of a particular new Coffee System in the Territory (or any
part thereof) which Commercialization would be subject to the RoFR pursuant to articles 4.1 and 4.2 of this PA, such party (the “Notifying Party”) shall give the other party (the “Other Party”) a written notice (the
“RoFR Notice”) of its desire to Commercialize such new Coffee System (the “New Coffee System”). The RoFR Notice shall include a reasonably detailed description of the New Coffee System and the opportunity presented
by it and shall include sufficient information for the Other Party to evaluate the opportunity and serve as basis for the negotiation of an agreement regarding the Commercialization of the New Coffee System. Within sixty (60) calendar days of
the receipt of the RoFR Notice by the Other Party, the Other Party shall notify the Notifying Party in writing (such notice, the “Indication of Interest Notice”) whether it is interested to Commercialize the New Coffee System
together with the Notifying Party. 

  
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	4.2.2	If the Other Party indicates in the Indication of Interest Notice within such timeframe that it is potentially interested to Commercialize the New Coffee System
together with the Notifying Party, then the Parties shall promptly enter into good faith negotiations regarding the terms and conditions of an agreement with respect to the joint Commercialization of such New Coffee System. 

 

	4.2.3	If the Parties fail to reach an agreement, after having conducted negotiations in good faith, on the material terms of the agreement (which shall include, without
limitation, an agreement on the business case for such New Coffee System) regarding such New Coffee System within six (6) months after the Notifying Party received the Indication of Interest Notice, then either Party may give written notice to
the other Party of its decision to terminate the negotiations regarding such New Coffee System (“Negotiation Termination Notice”) at any time thereafter. 

 

	4.2.4	In the event that (i) the Other Party fails to respond to the RoFR Notice within such 60 (sixty) calendar days of the receipt of the RoFR Notice, (ii) the
Other Party affirmatively indicates in the Indication of Interest Notice that it is not interested to Commercialize the New Coffee System together with the Notifying Party, or (iii) a Party delivered a Negotiation Termination Notice to
the other Party in accordance with Article 4.2.3, then the Notifying Party and its Affiliates may give the Other Party a written notice of its intention to Commercialize the New Coffee System without the Other Party (“Go-Alone
Notice”). Upon the delivery of the Go-Alone Notice, each of the Notifying Party and the Other Party (and their respective Affiliates) shall be free to pursue the Commercialization of the New Coffee System that was the subject of the
particular RoFR procedure or any comparable system, alone or with a third party, and provided that any such Commercialization shall remain subject to the non-compete provisions set forth in any Coffee System Agreement. However, during the RoFR
process period ending on the occurrence of one of the events described in this article 4.2.4 under (i), (ii) or (iii) above (the “RoFR Period”), a Party and its Affiliates shall not Commercialize such New Coffee System in
the Territory (alone or together with a third party) or, directly or indirectly, have any discussions and/or engage in any negotiations and/or enter into any agreement with any third party with respect to the development and/or Commercialization of
the particular New Coffee System subject to the RoFR-process within the scope of such New Coffee System. It is understood that each Party and its Affiliates shall be entitled to develop alone (i.e. not in cooperation with a third party), but, to
avoid doubt, not to Commercialize, a New Coffee System without breach of the RoFR it being understood that any use of any bona fide “contract development services” from a third party for such development alone by a party shall not be
deemed to be a breach of the RoFR. For the avoidance of doubt, the foregoing shall not limit Philips or any of its Affiliates to discuss, negotiate or pursue the development and/or Commercialization (alone or together with a third party) of any
Coffee System that is intended to be Commercialized under a brand other than the Philips Trademark. 

  
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	4.2.5	After the end of the RoFR Period, the Notifying Party shall not offer or enter into any agreement with a third party regarding the Commercialization of the relevant New
Coffee System on terms which, taken as a whole, are more favorable to the third party than the terms previously offered to the Other Party (“Offered Terms”) with respect to such New Coffee System. In addition and notwithstanding the
generality of the foregoing, Sara Lee and its Affiliates shall not offer to provide any such third party any structural payment of royalties, product subsidies or other recurring payments in connection with the Commercialization of the New Coffee
System except to the extent such structural royalties, product subsidies or other recurring payments of a structural nature were also in any way part of the Offered Terms. 

 

	4.2.6	If the Parties reach agreement on the material terms of a New Coffee System, then the Parties shall continue to negotiate in good faith and enter into a Coffee System
Agreement with respect to such New Coffee System consistent with such agreed terms as soon as reasonably possible after reaching an agreement on the material terms. 

 Article 5 – Intellectual Property Rights 
  

	5.1	The Parties acknowledge and agree that each Party (or its respective Affiliates) shall retain ownership of all IPR which is owned by such Party or its Affiliates that
may disclosed to the other Party in connection with the RoFR procedure described in article 4. No right, title or interest in any IPR is, or shall be deemed to be, conveyed, transferred, assigned or licensed by any Party to the other Party pursuant
to any disclosure of such IPR or otherwise pursuant to this PA, unless expressly agreed otherwise between the Parties in writing. 

  

	5.2	The allocation of ownership of Intellectual Property Rights between the Parties with respect to such a New Coffee System shall be set forth in the applicable Coffee
System Agreement for such New Coffee System. Such ownership arrangement shall be negotiated on a case by case basis and shall be determined independently from any prior arrangements as set forth in the CSA on Hera Systems, the CSA on Senseo Coffee
Pod Systems or any other then -existing Coffee System Agreement... 

 Article 6 – Term and Termination

  

	6.1	This PA is entered into on 30 March 2012 and shall have retro-active effect as of 1 January 2012 and shall end on 31 December 2020, unless extended by
the Parties in writing or unless terminated earlier pursuant to article 6.2. 

  

	6.2	Notwithstanding any and all other available remedies, each Party may terminate this PA forthwith upon written notice to the other Party in any of the following events:

  

	 	(i)	a material breach by the other Party of all or a substantial part of its obligations under this PA and failure to remedy such a breach within thirty (30) days
after receipt of a written notice of any such breach by the terminating Party; 

  
 13 

	 	(ii)	a bankruptcy, moratorium, liquidation of or any kind of the other Party or a composition between the other Party and its creditors, or a the discontinuation by the
other Party of the coffee machines business (if it concerns Philips CL) or the coffee business (if it concerns Sara Lee) or any event similar to the foregoing, it being understood, to avoid doubt, that the separation and restructuring of the Sara
Lee group in two separate publicly traded companies and the continuation of the coffee and tea activity through the new D.E Master Blender 1753 group as described in the recitals of this PA will not trigger a termination event pursuant to this sub
(ii); or 

  

	 	(iii).	a, direct or indirect, change of control of the other Party or its coffee making machines business (if it concerns Philips CL) or its coffee business (if it concerns
Sara Lee), except if such control is acquired, directly or indirectly, by a third party (or such third party’s affiliates or subsidiaries) that does not materially compete with Sara Lee or its Affiliates (if the change of control concerns
Philips CL) or Philips CL or its Affiliates (if the change of control concerns Sara Lee), respectively, it being understood that, to avoid doubt, the separation and restructuring of the Sara Lee group in two separate publicly traded companies and
the continuation of the coffee and tea activity through the new D.E Master Blender 1753 group as described in the recitals of this PA will not trigger an event termination event pursuant to this sub (iii), provided that such process will not result
in any third party that materially competes with Philips CL or its Affiliates (or such third party’s affiliates or subsidiaries) acquiring, directly or indirectly, the control of Sara Lee or its coffee business. 

 

	6.3	The provisions of article 6, 7 and 8 shall survive termination of this PA for any reason whatsoever. 

Article 7—Confidentiality 
  

	7.1	Each Party undertakes not to disclose or allow disclosure, directly or indirectly, of any confidential and/or proprietary information, know how, data or know how, which
it may obtain, directly or indirectly, from the other Party (or its Affiliates) pursuant to this PA in whatever form (“Confidential Information”) to any third party and to make the Confidential Information solely available to such
of its and its Affiliates and third party contractors’ personnel on a need-to-know basis, unless agreed otherwise in an Coffee System Agreement. 

  
 14 

	7.2	The Parties’ undertakings pursuant to article 7.1 will continue until and to the extent that Parties have explicitly released each other thereof in writing; it
being understood that these undertakings shall cease for the Confidential Information or part thereof as from the moment and to the extent that Confidential Information or the relevant part: 

 

	 	a.	is or becomes generally known or available to the public through no act of the receiving Party; 

 

	 	b.	can be demonstrated by the receiving Party or its Affiliates to have been available to it prior to disclosure; 

 

	 	c.	is independently developed by the receiving Party or its Affiliates without use or reference to the Confidential Information; or 

 

	 	d.	is received by the receiving Party or its Affiliates from a third party without such third party being into breach of any confidentiality undertaking as a result of the
disclosure of such information to the receiving Party or its Affiliates. 

  

	7.3	In the event that a Party is required (the “Receiving Party”) to disclose all or part of the Confidential Information of the other Party (the
“Disclosing Party”) under the terms of a valid and effective subpoena, court order governmental rule or regulation or other judicial requirement (other than in the circumstance described in article 7.5), the Receiving Party agrees
to immediately notify the Disclosing Party of the existence, terms and circumstances surrounding such a request or requirement so that the Disclosing Party may seek an appropriate protective order or waive compliance by the Receiving Party with the
appropriate provisions of this PA. If the Receiving Party is compelled to disclose any of the Disclosing Party’s Confidential Information, it will disclose only the portion thereof which it is compelled to disclose and shall use its
commercially reasonable efforts to obtain an order or other reliable assurance that confidential treatment be accorded to the Confidential Information so disclosed. 

 

	7.4	If this PA is required to be filed by either Party with the Securities and Exchange Commission or another applicable securities regulatory authority, such party shall
seek confidential treatment for the terms and conditions of this PA to the fullest extent permitted by the SEC and any other governmental agency or self-regulatory organization to which a Party provides a copy of this PA. Prior to seeking
confidential treatment from the SEC or any such other governmental agency or self-regulatory organization for any such document, the filing Party shall provide the other Party (and the other Party’s counsel) with a copy of the proposed filing
showing the filing Party’s proposed redactions of the document, and shall consult with the other Party and the other Party’s counsel and provide them with a reasonable opportunity (and at least five (5) business days prior to the
filing) to request the inclusion of specified provisions or redactions in any request for confidential treatment. The filing Party shall consider in good faith all such requests of the non-filing Party or its counsel. 

  
 15 

	7.5	If a Party or any of its Affiliates becomes required to disclose any Confidential Information by any applicable securities law, regulation (including any stock exchange
regulations) to disclose any information, such Party shall to the extent possible consult with the other Party and provide the other party sufficient opportunity to object to any such disclosure and the Parties shall use all reasonable efforts,
acting in good faith, to agree upon a text for such disclosure which is satisfactory to each of the Parties. 

 Article
8—Notices 
  

	8.1	Any notice given by a Party to the other Party under this PA shall be in writing and shall be sent by registered mail or served personally on the recipient. Any notice
shall be addressed to: 

 Philips Consumer Lifestyle B.V. 

Philips Consumer Lifestyle B.V. 
 Piet Heinkade 55 
 PO Box 80050 

1000 AW Amsterdam 

The Netherlands 

Attn: Category Leader Coffee 
 with a copy to: 
 Philips Consumer Lifestyle B.V. 

Piet Heinkade 55 

PO Box 80050 

1000 AW Amsterdam 

The Netherlands 

Attn: General Counsel – Legal Department 

  
 16 

 Koninklijke Philips Electronics N.V. 

Koninklijke Philips Electronics N.V. 
 Breitner Center HBT-14 
 Amstelplein 2 

1096 BC Amsterdam 

The Netherlands 

Attn.: Chief Legal Officer Royal Philips Electronics 
 Sara Lee/DE B.V. 
 CEO International Beverage 

Vleutensevaart 100 
 3532 AD Utrecht 
 The Netherlands 

With a copy to: 

Vice President Legal Affairs 
 Sara Lee/DE B.V. 
 Vleutensevaart 100 

3532 AD Utrecht 

The Netherlands 

  
 17 

 Article 9—Miscellaneous. 

 

	9.1	Publicity. No party shall issue any press release or make any public announcement regarding this PA, or the negotiation thereof, or the amendments or agreements
contemplated thereby without the prior written consent of the other party, except as required by law or regulation (including any stock exchange regulation) binding on or applicable to any of the Parties or their respective Affiliates and in
accordance with Article 17. 

  

	9.2	Severability. If any of the provisions of this PA is determined to be invalid or unenforceable by any court of competent jurisdiction, such finding shall not
invalidate the remainder of this PA which shall remain in full force and effect as if the provision(s) determined to be invalid or unenforceable had not been a part of this PA. In the event of such finding of invalidity or unenforceability, the
Parties will endeavor to substitute forthwith the invalid, or unenforceable provision(s) by such effective provision(s) as will most closely correspond with the original intention of the provision(s) so voided. 

 

	9.3	Entire Agreement. This PA sets forth the entire understanding and agreement between the Parties as to the subject matter of this PA and supersedes, cancels and
merges all prior agreements, negotiations, commitments, communications and discussions between the parties relating to the subject matter hereof including, without limitation, the Memorandum of Agreement entered into by the Parties dated
26 January 2012. 

  

	9.4	No Modification. No variation of this PA shall be binding upon any Party unless made in writing and signed by authorized representatives of each of the Parties.

  

	9.5	No Waiver of Rights. No failure or delay of any Party in the exercise of any power, right or privilege hereunder shall operate as a waiver thereof, nor shall any
single or partial exercise of any right, power or privilege hereunder operate as a waiver of or preclude any exercise of such right, or power or privilege or any other right power or privilege hereunder. The waiver by any Party of a provision of
this PA shall not operate or be construed as a waiver of any other or subsequent breach hereunder. All rights and remedies under this PA are cumulative with, and not exclusive of any rights or remedies otherwise available. 

 

	9.6	Counterparts and Facsimile/PDF. This PA may be executed in one or more counterparts, each of which shall collectively be effective as one single original. This
PA may be signed by facsimile or PDF signature with the same binding effect as a signed original. 

  
 18 

	9.7	Assignment. In view of the intended separation and restructuring process of the Sara Lee group into two separate, pure play companies as further described in the
recitals of this PA, Sara Lee shall be entitled and explicitly reserves the right to transfer its rights and obligations under this PA to another company within the D.E Master Blender 1753 group that will continue Sara Lee’ groups coffee and
tea activities upon written notice to Philips, provided that the parent company of the new “coffee and tea” group expressly agrees and accepts in writing that it shall be jointly bound to perform the relevant payment obligations to be made
by Sara Lee or any of its Affiliates under any of the Coffee System Agreements and provided further that in case the ownership of the SENSEO Trademark or any other intellectual property rights relevant to the Partnership Agreement or any Coffee
System Agreement shall be transferred or assigned to any other company (by merger, spin off, transfer, or in any other way), the new owner of the SENSEO Trademark or any other intellectual property rights expressly agrees and accepts in writing that
it shall be jointly bound to perform the relevant obligations arising under this PA and/or any of the Coffee System Agreements as they relate to the SENSEO Trademark or other intellectual property right, as applicable. Except as provided above, no
party shall be entitled to assign or transfer this PA (or any rights and obligations there under) to any other party without the other party’s written consent. 

 

	9.8.	Binding on Successors. The obligations of this PA shall bind each of the Parties and their respective successors and assigns. 

 

	9.9	Costs and Expenses. Each of the Parties shall be responsible for and pay all costs and expenses that it incurs in connection with the drafting and negotiation of
this PA and any Coffee System Agreements. 

  

	9.10	Governing Law. This PA shall be governed and construed in accordance with the laws of The Netherlands. 

 

	9.11	Dispute Resolution. In case of any claims or disputes arising out of or in connection with the PA, the court of the city of Amsterdam shall have exclusive
jurisdiction. 

  
 19 

 [signature page Partnership Agreement] 

IN WITNESS WHEREOF, the Parties have, by their duly authorized representatives, executed this PA below. 

 

					
	Koninklijke Philips Electronics N.V.	 	Philips Consumer Lifestyle B.V.	 	
			
	/s/ Federico De Angelis	 	/s/ Federico De Angelis	 	
			
	Name: Federico De Angelis	 	Name: Federico De Angelis	 	
			
	Title: CEO CL Coffee	 	Title: CEO CL Coffee	 	

 Sara Lee/DE B.V. 
 /s/ Michiel Herkemij 
 Name: Michiel Herkemij 

Title: CEO Sara Lee International Beverage 

  
 20 

 Schedule 1 

 
 

 
 WACI brand vision, strategy and roadmaps 

WACI brand vision, strategy and roadmaps 
 ***** 
 Portions of this exhibit have been omitted pursuant to a request for
confidential treatment filed with the Securities and Exchange Commission. The omissions have been indicated by asterisks (“*****”) 

Confidential 

 Schedule 2 

 
 

 
 WACI Equity & activation 

360 strategy development, ATL, BTL, digital & PR 
 ***** 
 Portions of this exhibit have been omitted pursuant to a request for
confidential treatment filed with the Securities and Exchange Commission. The omissions have been indicated by asterisks (“*****”) 

Confidential 

 Schedule 3 

 
 

 
 WACI In-Market Activation & Promotion 

Promotions, category management, merchandising, POS, local PR 

***** 
 Portions
of this exhibit have been omitted pursuant to a request for confidential treatment filed with the Securities and Exchange Commission. The omissions have been indicated by asterisks (“*****”) 

Confidential 

 Schedule 4 
 Philips Trademark 
  
 

 

 Schedule 5 

 

									
	Domain Name	  	Country	  	Registration
Date	  	Registry
Expiry Date	  	Reg Organization
	 afkalkdinsenseomaskine.dk
	  	DENMARK	  	27-mar-09	  	31-mar-13	  	Koninklijke Philips Electronis N.V.
	 asenseojavitasa.hu
	  	HUNGARY	  	30-apr-09	  	0l-mag-12	  	Koninklijke Philips Electronics N.V.
	 asenseoszervizelese.hu
	  	HUNGARY	  	30-apr-09	  	0l-mag-12	  	Koninklijke Philips Electronics N.V.
	 asenseovizkomentesitese.hu
	  	HUNGARY	  	30-apr-09	  	0l-mag-12	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.co.uk
	  	UNITED KINGDOM	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.com
	  	gTLD	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.com.au
	  	AUSTRALIA	  	30-mar-09	  	29-mar-13	  	Philips Telecommunication & Data Systems Ltd
	 descaleyoursenseo.com.cn
	  	CHINA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.ie
	  	IRELAND	  	06-apr-09	  	06-apr-13	  	Koninklijke Philips Electronics N.V.
	 descaleyoursenseo.jp
	  	JAPAN	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 detartrervotresenseo.be
	  	BELGIUM	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 detartrervotresenseo.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 detartrervotresenseo.fr
	  	FRANCE	  	27-mar-09	  	27-mar-12	  	Koninklijke Philips Electronics N.V.
	 entkalkensieihrensenseo.at
	  	AUSTRIA	  	06-apr-09	  	05-apr-12	  	Koninklijke Philips Electronics N.V.
	 entkalkensieihrensenseo.de
	  	GERMANY	  	30-mar-09	  	30-mar-12	  	Koninklijke Philips Electronics N.V.
	 entrenezvotresenseo.be
	  	BELGIUM	  	16-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 entrenezvotresenseo.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 entrenezvotresenseo.fr
	  	FRANCE	  	17-mar-09	  	17-mar-12	  	Koninklijke Philips Electronics N.V.
	 ontkalkuwsenseo.be
	  	BELGIUM	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 ontkalkuwsenseo.nl
	  	NETHERLANDS	  	30-mar-09	  	30-mar-12	  	Koninklijke Philips Electronics N.V.
	 operationsenseo.fr
	  	FRANCE	  	02-apr-09	  	02-apr-12	  	Koninklijke Philips Electronics N.V.
	 reparationafsenseoen.dk
	  	DENMARK	  	27-mar-09	  	31-mar-13	  	Koninklijke Philips Electronis N.V.
	 reparatursenseo.de
	  	GERMANY	  	30-mar-09	  	30-mar-12	  	Koninklijke Philips Electronics N.V.
	 reparersenseo.be
	  	BELGIUM	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 reparersenseo.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 reparersenseo.fr
	  	FRANCE	  	27-mar-09	  	27-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseo.com.ar
	  	ARGENTINA	  	02-ago-11	  	02-ago-12	  	Koninklijke Philips Electronics N.V.
	 senseo.kr
	  	KOREA, REPUBLIC OF	  	23-apr-07	  	23-apr-13	  	Philips Electronics Korea Ltd.
	 senseo.co.kr
	  	KOREA, REPUBLIC OF	  	28-nov-08	  	15-giu-12	  	Philips Electronics Korea Ltd.
	 senseocrema.biz
	  	gTLD	  	27-mar-02	  	26-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseoexchange.ca
	  	CANADA	  	06-apr-09	  	06-apr-13	  	Koninklijke Philips Electronics N.V.
	 senseoexchange.com
	  	gTLD	  	06-apr-09	  	06-apr-13	  	Koninklijke Philips Electronics N.V.
	 senseoflavor.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseo-flavor.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseoflavors.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseo-flavors.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseoflavour.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseoflavours.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseoflvrs.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseo-flvrs.com
	  	gTLD	  	02-mar-10	  	02-mar-14	  	Koninklijke Philips Electronics N.V.
	 senseolatte.fr
	  	FRANCE	  	07-ago-08	  	07-ago-12	  	PHILIPS France
	 senseoonderhoudsactie.be
	  	BELGIUM	  	16-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoonderhoudsactie.nl
	  	NETHERLANDS	  	16-mar-09	  	16-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseoquadrante.fr
	  	FRANCE	  	13-lug-09	  	13-lug-12	  	Koninklijke Philips Electronics N.V.
	 senseorepair.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseorepair.co.uk
	  	UNITED KINGDOM	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseorepair.com
	  	gTLD	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseorepair.com.au
	  	AUSTRALIA	  	30-mar-09	  	29-mar-13	  	Philips Telecommunication & Data Systems Ltd

									
	 senseorepair.com.cn
	  	CHINA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseorepair.ie
	  	IRELAND	  	06-apr-09	  	06-apr-13	  	Koninklijke Philips Electronics N.V.
	 senseorepair.jp
	  	JAPAN	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoreparatie.be
	  	BELGIUM	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoreparatie.nl
	  	NETHERLANDS	  	30-mar-09	  	30-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoreparatur.at
	  	AUSTRIA	  	06-apr-09	  	05-apr-12	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.ca
	  	CANADA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.co.uk
	  	UNITED KINGDOM	  	16-mar-09	  	16-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.com
	  	gTLD	  	16-mar-09	  	16-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.com.au
	  	AUSTRALIA	  	30-mar-09	  	29-mar-13	  	Philips Telecommunication & Data Systems Ltd
	 senseoserviceaction.com.cn
	  	CHINA	  	27-mar-09	  	27-mar-13	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.ie
	  	IRELAND	  	06-apr-09	  	06-apr-13	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaction.jp
	  	JAPAN	  	27-mar-09	  	31-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaktion.at
	  	AUSTRIA	  	16-mar-09	  	15-mar-12	  	Koninklijke Philips Electronics N.V.
	 senseoserviceaktion.de
	  	GERMANY	  	17-mar-09	  	17-mar-12	  	Koninklijke Philips Electronics N.V.
	 servicepasenseoen.dk
	  	DENMARK	  	27-mar-09	  	31-mar-13	  	Koninklijke Philips Electronis N.V.Exhibit 10.5

 Exhibit 10.5 
 TRADEMARK TRANSFER AGREEMENT 
 This Trademark Transfer Agreement is entered into on
March 30, 2012 by and between: 
 KONINKLIJKE PHILIPS ELECTRONICS N.V., having its principal office at Amstelplein 2, 1096 BC Amsterdam,
The Netherlands (“KPENV”); 
 and 
 Sara Lee/DE B.V., having its principal office at Vleutensevaart 100, 3532 AD Utrecht, The Netherlands (“Sara Lee”); 
 KPENV and Sara Lee hereinafter collectively referred to as the “Parties” and individually each as a “Party”. 
 WHEREAS, KPENV is the owner of the Senseo Trademark (as defined below); 
 WHEREAS, KPENV and
Philips Consumer Lifestyle B.V. (“Philips CL”), on the one hand, and Sara Lee on the other hand, have entered into the MoA (as defined below), whereby (amongst others) KPENV has agreed to assign to Sara Lee, and Sara Lee has agreed
to purchase from KPENV, KPENV’s ownership rights with respect to the Senseo Trademark for an amount of Euro 115 million on the terms and conditions as set forth in this Agreement (as defined below); 

WHEREAS, the Sara Lee group of companies is in the process of separating into two separate, publicly traded pure play group of companies for meat and for
coffee & tea, respectively, which separation shall be completed in the first half of 2012. The pure play coffee & tea group of companies to be established pursuant to such process shall be the successor of all coffee and tea
activities of the Sara Lee group of companies and shall be publicly traded under the name D.E Master Blenders 1753 N.V., and the parent company of such group shall be D.E Master Blenders 1753 N.V. 

NOW, THEREFORE, in consideration of the mutual obligations and covenants set forth herein, KPENV and Sara Lee hereby agree as follows: 

 

	1.	Definitions 

  

	    	As used in this Agreement, the following terms shall have the meanings set forth below: 

 

	    	“Agreement” shall mean this Trademark Transfer Agreement and its Annexes. 

  
 1 

	    	“Affiliate” shall mean any corporation, company or other legal entity of which 50% (fifty per cent) or more of the issued and outstanding capital or of
which 50% (fifty per cent) or more of the power to vote for the election of the directors and/or to otherwise direct the activities of such corporation, company or entity is, owned or controlled, directly or indirectly, by, with respect to Sara Lee,
Sara Lee Corporation (“SLC”), or after the separation process as described in the recitals of this Agreement, DE Master Blenders 1753 N.V. or, with respect to Philips, KPENV, but in respect of each of them only so long as such
ownership or control exists; 

  

	    	“Effective Date” shall mean January 1, 2012. 

  

	    	“MoA” shall mean the Memorandum of Agreement dated January 26, 2012, which has been entered into by and among KPENV and Philips Consumer Lifestyle
B.V. (“Philips CL”), on the one hand, and Sara Lee, on the other hand, relating, amongst others, to the assignment of the Senseo Trademark as contemplated by this Agreement. 

 

	    	“Senseo GSA” shall mean the Global Senseo Agreement entered into between KPENV, Philips CL and Sara Lee dated June 8, 2010.

  

	    	“Senseo Trademark” shall mean the Senseo Trademark registrations in the classes of goods 9 and 11 (according to the Treaty of Nice) and any
applications for any Senseo Trademark registrations, as listed in Annex 1 hereto. 

  

	    	“Purchase Price” shall mean the sum of Euro 115 million (One Hundred and Fifteen Million Euros). 

 

	    	Capitalized terms defined elsewhere in this Agreement shall have the respective meanings as defined herein. 

 

	2.	Assignment of Senseo Trademark; Certain Covenants 

  

	2.1.1	Assignment. In consideration of the Purchase Price and subject to the terms and conditions as set forth herein, KPENV sells and assigns to Sara Lee all its
rights, title and interest in and to the Senseo Trademark, which sale and assignment Sara Lee hereby accepts. Such sale and assignment shall be subject to any licenses and other commitments granted or entered into by Sara Lee, KPENV or any of its
Affiliates in respect of the Senseo Trademark to a third party prior to the date hereof in accordance with the Senseo GSA or as approved by Sara Lee in writing. Any such licenses or other prior commitments entered into or granted by KPENV or any of
its Affiliates not in the ordinary course of their activities performed under the Senseo GSA (it being understood that any licenses or rights to use the Senseo Trademark granted to distributors, dealers, or the like in connection with the sale of
the Senseo coffee pod system shall be deemed granted in the ordinary course) shall be listed in Annex 3. The sale and assignment of the Senseo Trademark shall be conditional upon receipt by KPENV of the Purchase Price in accordance with the
terms of this Agreement and upon such condition being satisfied shall have retroactive effect as from the Effective Date. 

  
 2 

	    	As of the Effective Date, KPENV shall have no further obligation or responsibility with respect to the Senseo Trademark except as expressly set forth herein.

  

	2.1.2	Sara Lee represents and warrants that it is currently an Affiliate of SLC and after the separation and restructuring process described in the recitals to this
Agreement, Sara Lee shall be a part of the publicly traded D.E Master Blenders 1753 group which shall be the successor of the Sara Lee group coffee and tea activities, and the ultimate parent company of such group shall be D.E Master Blenders 1753
N.V, of which Sara Lee shall be an Affiliate. 

  

	2.2	Recording Assignments. 

  

	2.2.1	Sara Lee shall record, and be responsible for recording, the assignment of the Senseo Trademark with the relevant trademark offices in accordance with this Agreement,
using the assignment deeds provided for that purpose by KPENV. KPENV shall provide to Sara Lee duly executed assignment deeds in the English language substantially in the form set out in Annex 2 to this Agreement, and in accordance with
formal requirements of the trademark office with which an assignment deed is to be recorded. 

  

	2.2.2	To the extent required under applicable law or as otherwise necessary, KPENV herewith authorizes Sara Lee to apply for the recordal of the assignment of the Senseo
Trademark and to request the trademark offices in the relevant territories to issue to Sara Lee as the assignee of all right, title and interest in and to the Senseo Trademark as contemplated hereby any and all documents covering the Senseo
Trademark all in accordance with this Agreement. 

  

	2.2.3	Each Party shall upon request of the other Party execute and deliver to the other Party any further documents and instruments as required by law or otherwise reasonably
necessary to perfect the assignment of the Senseo Trademark as contemplated hereby. 

  

	2.2.4	The out-of-pocket expenses and fees arising from the recordal of the assignment of the Senseo Trademark with the relevant trademark offices shall be equally shared
between the Parties. 

  

	2.3	Contact person and Agent information. Sara Lee shall notify KPENV promptly after the execution of this Agreement of the name and all other relevant particulars
of the person who shall be the primary contact person in all matters relating to the handling of assignment of the Senseo Trademark. 

  

	2.4	Fees for Sara Lee. As from the Effective Date, Sara Lee shall bear all costs and expenses in relation to the Senseo Trademark, including, but not limited to, any
prosecution and maintenance costs, except for the costs and fees which will be equally shared by the Parties pursuant to Section 2.2.4. Sara Lee shall reimburse KPENV for any such costs and expenses incurred by KPENV or its Affiliates as of the
Effective Date. 

  
 3 

	2.5	Transfer of Case Handling. Subject to the Section 2.2 and 2.6, Sara Lee will handle, and will be solely responsible for handling, any and all matters in
relation to the Senseo Trademark. As of the date hereof, KPENV shall have no responsibility for handling, maintaining, or otherwise taking any action with respect to the Senseo Trademark except for KPENV’s obligations pursuant to Sections 2.2
and 2.6. 

  

	    	Without prejudice to Section 2.6, when requested to do so by Sara Lee in writing, KPENV agrees that it will, at any time after the date hereof and at Sara
Lee’s costs and expense, upon Sara Lee’s reasonable request in writing, use commercially reasonable efforts to provide Sara Lee with facts relating to the Senseo Trademark or the history thereof as known and available to it and as
necessary for the purpose of any litigation or other legal action by Sara Lee against a third party in relation to, or for establishing or defending the validity of, the Senseo Trademark. 

 

	    	Furthermore KPENV agrees to forward to Sara Lee a copy of any mail and other written notifications concerning the ownership or maintenance of, or any claim challenging
the validity of the Senseo Trademark for a period of 18 (eighteen) months after the Effective Date, except that to the extent the assignment with respect to any Senseo Trademark right has been recorded, said period shall be limited to six
(6) months as from the date of such recordal 

  

	2.6	Interim Trademark Prosecution and Maintenance. KPENV shall continue, at Sara Lee’s cost and expense, solely the handling of the prosecution and maintenance
of the Senseo Trademark for a country consistent with KPENV’s normal practice as conducted prior to the date hereof until the completion of the assignment and the recordal thereof in such country, but in any event until June 30, 2013, or
in respect of a country, until the recordal in such country is completed, provided that the failure to complete such recordal by June 30, 2013 or any delay thereafter in completion of such recordal is not due to Sara Lee. Sara Lee hereby
authorizes KPENV to conduct and have conducted such actions on Sara Lee’s behalf. 

  

	3.	Purchase Price 

  

	3.1	Sara Lee shall pay the Purchase Price (plus VAT on such Purchase Price) to KPENV on the date hereof, without any deduction or set-off whatsoever, by wire transfer in
immediately available funds and in Euros to KPENV’s Euro Account with CITIBANK in London, U.K. under the following references: 

  

			
	Bank Account No.:	  	
	Name:	  	
	Bank:	  	
	Swift code:	  	
	IBAN code:	  	
	Sort code:	  	
	Reference	  	

  
 4 

	3.2	Taxes. The Purchase Price is exclusive of VAT and any and all other taxes (other than corporate income taxes) and duties arising from or in connection with the
assignment of the Senseo Trademark or otherwise arising from or in connection with this Agreement. All such VAT and other taxes and duties shall be borne by Sara Lee. In the event that the governmental authorities of any country imposes any such VAT
or other taxes and duties, then such VAT and other taxes and duties will be paid by Sara Lee on top of the Purchase Price. 

  

	3.3	Costs. Except as otherwise set forth herein, each Party shall pay its own legal, accounting and other costs and expenses incidental to this Agreement and the
consummation of the transactions contemplated thereby. 

  

	4.	No Warranties 

  

	    	The Senseo Trademark shall be assigned on an “AS IS” basis without warranties of any kind, express or implied, including any warranty as to the validity,
enforceability or non-infringement of the Senseo Trademark, and any and all such warranties are expressly disclaimed. 

  

	5.	Limitation on Liability 

  

	    	In no event shall either Party be liable to the other Party for any indirect or consequential damages or losses (including, without limitation, any loss of profits,
revenues, business or savings) in connection with this Agreement or the transactions contemplated thereby. 

  

	6	Enforcement 

  

	6.1	Subject to Section 6.2 hereof and Article 3.7 of that certain Partnership Agreement entered into by KPENV, Philips CL and Sara Lee simultaneously with this
Agreement (“Partnership Agreement”) (and any corresponding provisions in any Coffee System Agreement (as such term is defined in the Partnership Agreement) and until the assignment of the Senseo Trademark is perfected and recorded
in a country upon specific written request of Sara Lee, KPENV shall initiate any litigation or administrative action in relation to the Senseo Trademark pertaining to such country, or defend any litigation or other legal action brought by any third
party challenging the validity of the Senseo Trademark pertaining to such country after the Effective Date or, at KPENV’s option, provide a power of attorney to Sara Lee to take any such action, unless such litigation or other legal action
could adversely affect the interest of KPENV or any of its Affiliates, and provided always that Sara Lee shall reimburse KPENV and its Affiliates for all reasonable costs and expenses (including legal fees) incurred by any of them in taking any such
litigation or other legal action. 

  
 5 

	    	Subject to Section 6.2 hereof and Article 3.7 of the Partnership Agreement (and any corresponding provisions in any Coffee System Agreement (as such term is
defined in the Partnership Agreement) and upon completion of the assignment of the Senseo Trademark in any country, KPENV shall have no further obligation to take or continue any such litigation or other legal action with respect to the Senseo
Trademark pertaining in any such country. Notwithstanding KPENV’s right as set forth in Section 6.2, after the assignment of any Senseo Trademark is perfected and recorded in a country, KPENV shall upon Sara Lee’s reasonable request
continue to provide reasonable assistance to Sara Lee in preparing and initiating any litigation or administrative action with respect to the Senseo Trademark in sofar as it relates to any matters with respect to the period prior to 1 January
2012 except if such litigation or action could reasonably affect KPENV or its Affiliates interests. Sara Lee shall reimburse KPENV and its Affiliates for any reasonable costs and expenses (including legal fees) incurred by them in providing any such
assistance. 

  

	6.2	KPENV shall retain the exclusive right to sue or otherwise enforce or take any legal action, and continue any suit or other enforcement or legal action, for any
infringement, violation or misappropriation of the Senseo Trademark in any country occurring before the Effective Date as well as any and all statutory, contractual and other claims, demands, and causes of action for royalties, fees, or other income
from, or infringement, violation or misappropriation of the Senseo Trademark and KPENV shall be entitled to any and all of damages awarded and other proceeds resulting from any of the foregoing to the extent related to such infringement, violation
or misappropriation occurring before the Effective Date. 

  

	    	Sara Lee shall execute and deliver to KPENV any further documents and instruments as reasonably necessary to confirm KPENV’s right and authority to take any such
aforesaid action. 

  

	    	Sara Lee shall have no right to claim damages or take any action for any act of infringement, violation or misappropriation of the Senseo Trademark which has occurred
prior to the Effective Date. 

  

	7.	Notices 

  

	7.1	Any notice given by one party to the other party under this Agreement shall be in writing and shall be sent by facsimile or registered post mail or served personally on
the recipient. In respect of any provision of this Agreement in which time is to run from service of notice by one party to the other, such time shall commence from the date of receipt by a party of such notice. In the case of notice given by
facsimile it shall be deemed to have been received on the day upon which such facsimile is sent, with written verification of receipt and in the case of notice given by registered post mail it shall be deemed to have been received on the second day
after the date upon which the notice is posted. 

  
 6 

	    	Any notice shall be addressed 

  

	    	in respect of KPENV, to: 

  

	    	Koninklijke Philips Electronics N.V. 

	    	c/o Philips Intellectual Property & Standards 

	    	Building HTC 44 

	    	P.O. Box 220 

	    	5600 AE Eindhoven 

	    	The Netherlands 

	    	Fax: +31 40 2743014 

	    	F.a.o.: Chief Intellectual Property Officer 

  

	    	in respect of Sara Lee, to: 

  

	    	Sara Lee/DE B.V. 

	    	Corporate Legal Department/Global Brand Protection department 

	    	Vleutensevaart 100 

	    	3532 AD Utrecht 

	    	The Netherlands 

	    	Fax: +31 30 2927251 

	    	F.a.o. Vice President Legal Affairs/Senior Manager Global Brand Protection 

 

	    	or such other address as may have been notified in writing by either Party to the other. 

 

	8.	Entire Agreement 

  

	    	This Agreement (including all Annexes hereto) sets forth the entire understanding and agreement between KPENV and Sara Lee as to the subject matter of this Agreement
and supersedes, cancels and merges all prior agreements, negotiations, commitments, communications and discussions, whether oral or in writing, between KPENV and Sara Lee as to the subject matter hereof, including, without limitation, the MoA.

  

	9.	Applicable Law and Jurisdiction 

  

	9.1	This Agreement shall be governed by and construed in accordance with the laws of The Netherlands. 

 

	9.2	Any dispute between the Parties in connection with this Agreement (including any dispute regarding its existence, validity or termination) shall be submitted
exclusively to the competent courts of Amsterdam, The Netherlands. 

  
 7 

	10.	Miscellaneous 

  

	10.1	Confidentiality. The Parties shall treat any information exchanged between them in the execution of this Agreement confidential and shall only use such
information for the execution of this Agreement and/or to perform their respective rights and obligations under and pursuant to this Agreement. 

  

	10.2	Publicity. No Party shall issue any press release or make any public announcement (“Public Statement”) regarding this Trademark Transfer
Agreement, or the negotiation thereof, or the amendments or agreements contemplated thereby without the prior written consent of the other party, except as required by law or regulation (including any stock exchange regulation) binding on or
applicable to any of the Parties or their respective Affiliates. If a Party or any of its Affiliates is required to make any Public Statement for such party or its Affiliate not to be in violation of any applicable law or regulation (including any
stock exchange regulation) binding on or applicable to any of them, then such Party shall, to the extent possible and not legally prohibited (x) provide the other Party with the text of such Public Statement as far in advance of its disclosure
as is reasonably possible and (y) consider in good faith its suggestions by the other Party concerning the nature and scope of the information to be contained therein. 

 

	10.3	Assignment. The provisions of this Agreement shall bind and inure to the benefit of the Parties and their respective successors and permitted assigns. No Party
shall be entitled to assign or transfer any right or obligation arising under this Agreement to any third party without the other Party’s prior written consent. 

 

	10.4	Severability. If any of the provisions of this Agreement is determined to be invalid or unenforceable by any court of competent jurisdiction, such finding shall
not invalidate the remainder of this Agreement which shall remain in full force and effect as if the provision(s) determined to be invalid or unenforceable had not been a part of this Agreement. In the event of such finding of invalidity or
unenforceability, the Parties will endeavor to substitute forthwith the invalid, or unenforceable provision(s) by such effective provision(s) as will most closely correspond with the original intention of the provision(s) so voided.

  

	10.5	Amendments. This Agreement may not be amended, modified or supplemented except pursuant a written agreement executed by a duly authorised representative of each
of the Parties. 

  

	10.6	Waiver. Any waiver of any of the provisions of this Agreement by either Party shall be binding only if set forth in an instrument in writing signed on behalf of
such Party by a duly authorized representative. No failure to enforce any provision of this Agreement shall be deemed to or shall constitute a waiver of such provision and no waiver of any of the provisions of this Agreement shall be deemed to or
shall constitute a waiver of any other provision hereof (whether or not similar) nor shall such waiver constitute a continuing waiver. 

  
 8 

	10.7	Headings. The section headings contained in this Agreement are for reference purposes only and will not affect in any way the meaning or interpretation of this
Agreement. 

  

	10.8	Execution. This Agreement may be executed by the Parties in counterparts, each of which shall be an original and all of which shall together constitute one and
the same instrument. 

 IN WITNESS WHEREOF, KPENV and Sara Lee have caused this Agreement to be signed in duplicate on the date
first written above. 
  

					
	Koninklijke Philips Electronics N.V.	  		  	Sara Lee/DE B.V.
			
	 /s/ Federico De Angelis
	  		  	 /s/ Michiel Herkemij

	Name: Federico De Angelis	  		  	Name: Michiel Herkemij
	Title: CEO CL Coffee	  		  	Title: CEO

  
 9 

 Annex 1 
 LIST OF SENSEO TRADEMARK 
  

													
	Trademark	  	Registration date	  	Registration number	  	Class	  	Workflow status	  	Country	  	Renewal due date
	 SENSEO
	  	2001-May-09	  	1828616	  	011	  	Renewal Requested	  	Argentina	  	2011-May-09
	 SENSEO
	  	2000-Dec-15	  	1007870	  	011	  	Registered (after Opposition Period)	  	Australia	  	2019-Dec-07
	 SENSEO
	  	2010-May-04	  	822463504	  	011	  	Registered (after Opposition Period)	  	Brazil	  	2020-May-04
	 SENSEO
	  	1998-Sep-01	  	0757754	  	009; 011	  	Registered (after Opposition Period)	  	Benelux (BOIP)	  	2018-Feb-13
	 SENSEO
	  	2005-Dec-07	  	654625	  		  	Registered (after Opposition Period)	  	Canada	  	2020-Dec-07
	 SENSEO
	  	2009-Nov-03	  	68620	  	009	  	Renewal Requested	  	Cyprus	  	2024-Oct-14
	 SENSEO
	  	2009-Nov-03	  	68621	  	011	  	Renewal Requested	  	Cyprus	  	2010-Oct-14
	 SENSEO
	  	1999-Dec-28	  	2004 01473	  	009; 011	  	Registered (after Opposition Period)	  	Denmark	  	2019-Dec-28
	 SENSEO
	  	2002-Jun-16	  	142628-A	  	011	  	Registered (after Opposition Period)	  	Greece	  	2019-Dec-15
	 SENSEO
	  	2002-May-02	  	200204885	  	011	  	Registered (after Opposition Period)	  	Hong Kong	  	2016-Dec-07
	 SENSEO
	  	2001-Mar-20	  	469324	  	011	  	Registered (after Opposition Period)	  	Indonesia	  	2020-Jan-06
	 SENSEO
	  	2001-Sep-14	  	4506147-2	  	011	  	Renewal Requested	  	Japan	  	2011-Sep-14
	 SENSEO
	  	2001-Mar-09	  	0489264-1	  	011	  	Renewal Requested	  	Republic of Korea	  	2011-Mar-09
	 SENSEO
	  	2000-Feb-11	  	641268	  	011	  	Registered (after Opposition Period)	  	Mexico	  	2019-Dec-17
	 SENSEO
	  	2006-Feb-07	  	TM235464	  	011	  	Registered (after Opposition Period)	  	Thailand	  	2015-May-24
	 SENSEO
	  	2004-Nov-17	  	2004/37462	  	011	  	Registered (after Opposition Period)	  	Turkey	  	2014-Nov-17
	 SENSEO
	  	2001-Jan-16	  	925221	  	011	  	Registered (after Opposition Period)	  	Taiwan	  	2021-Jan-15
	 SENSEO
	  	2004-Jun-08	  	2851129	  	011	  	Registered (after Opposition Period)	  	United States of America	  	2014-Jun-08
	 SENSEO
	  	1999-Jun-25	  	716530 A	  	009; 011	  	Registered (after Opposition Period)	  	WIPO	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Austria	  	2019-Jun-25
	 SENSEO
	  	2002-Jul-17	  	716530 A	  	009; 011	  	Registered	  	Bulgaria	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Switzerland	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	China	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Czech Republic	  	2019-Jun-25
	 SENSEO
	  	1999-Jun-25	  	716530 A	  	009; 011	  	Registered	  	Germany	  	2019-Jun-25
	 SENSEO
	  	2003-Feb-14	  	716530 A	  	009; 011	  	Registered	  	Estonia	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Spain	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Finland	  	2019-Jun-25
	 SENSEO
	  	1999-Jun-25	  	716530 A	  	009; 011	  	Registered	  	France	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	United Kingdom	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Hungary	  	2019-Jun-25
	 SENSEO
	  	2002-Mar-28	  	716530 A	  	009; 011	  	Registered	  	Ireland	  	2019-Jun-25

  
 10 

													
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Iceland	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Italy	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Jersey	  	2019-Jun-25
	 SENSEO
	  	2003-Feb-14	  	716530 A	  	009; 011	  	Registered	  	Lithuania	  	2019-Jun-25
	 SENSEO
	  	2003-Feb-14	  	716530 A	  	009; 011	  	Registered	  	Latvia	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Norway	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Poland	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Portugal	  	2019-Jun-25
	 SENSEO
	  	2002-Jul-17	  	716530 A	  	009; 011	  	Registered	  	Romania	  	2019-Jun-25
	 SENSEO
	  	2002-Jul-17	  	716530 A	  	009; 011	  	Registered	  	Serbia	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Russian Federation	  	2019-Jun-25
	 SENSEO
	  	1999-Dec-03	  	716530 A	  	009; 011	  	Registered	  	Sweden	  	2019-Jun-25
	 SENSEO
	  	2005-Dec-22	  	716530 A	  	009; 011	  	Registered	  	Singapore	  	2019-Jun-25
	 SENSEO
	  	2003-Feb-14	  	716530 A	  	009; 011	  	Registered	  	Slovenia	  	2019-Jun-25
	 SENSEO
	  	2001-Jun-22	  	716530 A	  	009; 011	  	Registered	  	Slovakia	  	2019-Jun-25
	 SENSEO (logo)
	  	2004-Mar-01	  	0741513	  	009; 011	  	Registered (after Opposition Period)	  	Benelux (BOIP)	  	2013-Oct-29
	 SENSEO (logo)
	  	2005-Jul-02	  	300450260	  	011	  	Registered (after Opposition Period)	  	Hong Kong	  	2015-Jul-01
	 SENSEO (logo)
	  	2006-Feb-03	  	4926256	  	011	  	Registered (after Opposition Period)	  	Japan	  	2016-Feb-03
	 SENSEO (logo)
	  	2006-Apr-06	  	719897	  	011	  	Registered (after Opposition Period)	  	New Zealand	  	2014-Oct-14
	 SENSEO (logo)
	  	2005-May-19	  	003414431	  	009; 011	  	Registered (after Opposition Period)	  	EU	  	2013-Oct-31
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered (after Opposition Period)	  	WIPO	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	Australia	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	Switzerland	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	China	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	Iceland	  	2014-Apr-01
	 SENSEO (logo)
	  	2005-Apr-08	  	829055	  	011	  	Registered	  	Republic of Korea	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registration Procedure	  	Norway	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	Russian Federation	  	2014-Apr-01
	 SENSEO (logo)
	  	2005-Nov-29	  	829055	  	011	  	Registered	  	Singapore	  	2014-Apr-01
	 SENSEO (logo)
	  	2004-Apr-01	  	829055	  	009; 011	  	Registered	  	United States of America	  	2014-Apr-01
	 SENSEO + Chinese (logo)
	  	2009-Mar-21	  	5125791	  	011	  	Registered (after Opposition Period)	  	China	  	2019-Mar-20
	 SENSEO + Chinese characters
	  	2009-Apr-21	  	5255153	  	011	  	Registered (after Opposition Period)	  	China	  	2019-Apr-20
	 SENSEO (Chinese characters new)
	  	2009-Apr-21	  	5255152	  	011	  	Registered (after Opposition Period)	  	China	  	2019-Apr-20
	 SENSEO (Katakana)
	  	2007-Feb-23	  	5028378	  	011	  	Registered (after Opposition Period)	  	Japan	  	2017-Feb-23

  
 11 

 Annex 2 
 DEED OF ASSIGNMENT 
 ASSIGNMENT (BENELUX) 

This Assignment is made this          day of
                     2012 
 between

 Koninklijke Philips Electronics N.V, of Groenewoudseweg 1, Eindhoven, The Netherlands
                                    ,
(“Assignor”) 
 And 
 _____________________________________________________ (“Assignee”) 
 As the registered
proprietor of the Benelux Trade Marks: 
  

							
	Trademark	  	Application no.	  	Registration no.	  	Class
		  		  		  	

 the Assignor hereby assigns releases and conveys to the Assignee all its right title and interest in the said Trade Mark
together with the goodwill associated with the said Trade Mark in the Benelux countries. 
  

	
	
	  
	
	(name):
	(Title):

  

	
	Koninklijke Philips Electronics N.V.
	
	(name):
	(Title):

 [ASSIGNEE] where necessary 

  
 12 

 ASSIGNMENT (EUROPEAN UNION - CTM) 

This Assignment is made this          day of
                     2012 
 between

 Koninklijke Philips Electronics N.V, of Groenewoudseweg 1, Eindhoven, The Netherlands
                                    , (“Assignor”)

 And 

_____________________________________________________ (“Assignee”) 
 As the registered proprietor of the Community Trade Mark: 
  

					
	Trademark	  	Registration no.	  	Class
		  		  	

 the Assignor hereby assigns releases and conveys to the Assignee all its right, title and interest in the said Trade
Mark, together with the goodwill associated with the said Trade Mark. 
  

	
	
	  
	
	(name):
	(Title):

  

	
	Koninklijke Philips Electronics N.V.
	
	(name):
	(Title):

 [ASSIGNEE where necessary] 

  
 13 

 ASSIGNMENT (INTERNATIONAL - WIPO) 

This Assignment is made this          day of
                     2012 
 between

 Koninklijke Philips Electronics N.V, of Groenewoudseweg 1, Eindhoven, The Netherlands
                                    , (“Assignor”)

 And 

_____________________________________________________ (“Assignee”) 
 As the registered proprietor of the International Trade Marks: 
  

					
	Trademark	  	Registration no.	  	Class
		  		  	

 the Assignor hereby assigns releases and conveys to the Assignee all its right, title and interest in the said Trade Mark
in all designated countries, together with the goodwill associated with the said Trade Mark. 
  

	
	
	  
	
	(name):
	(Title):

  

	
	Koninklijke Philips Electronics N.V.
	
	(name):
	(Title):

 [ASSIGNEE where necessary] 

  
 14 

 Annex 3 
 PRIOR COMMITMENTS AND LICENSES NOT ENTERED INTO OR GRANTED IN 
 THE ORDINARY COURSE
OF BUSINESS 
  

			
	Assignments:	  	
		  	
	 SENSO	  	Assigned from Mr. Brijatoff to Sara Lee/DE N.V.
	 SENSO!	  	Assigned from ABC Conseil to Sara Lee/DE N.V
		  	
	Letter of Consent:	  	
		  	
	 SENSEO – SENSE:	  	Written consent by Van Dijk Food Products B.V.
	 SENSEO – COMMON SENSE:	  	Written consent by Kellogg Company
	 SENSEO – SENSOTHERM:	  	Written consent by Bosch und Siemens Hausgeräte GmbH.
	 SENSEO – BOURBON SENZA:	  	Written consent by Lavazza.
		  	
	Coexistence Agreements:	  	
		  	
	 SENSEO – SENSA:	  	Sara Lee/DE N.V. and Evo Enterprises S.A.
	 SENSEO – SENSO:	  	Sara Lee/DE N.V. and Massive N.V.
	 SENSEO – AIR SENSOR:	  	Sara Lee/DE N.V. and Mr. Serge Goblet
	 SENSEO – THERMO SENSOR	  	Sara Lee/DE N.V. and Moulinex
	 CALC SENSOR
	  	
	 SENSOSELECT ELECTRONIC
	  	
	 SENSOTOAST ELECTRONIC
	  	
	 SENSOCROUSTY ELECTRONIC
	  	
	 SENSOEXPRESS ELECTRONIC
	  	
	 SENSEO – SENSOA	  	Sara Lee/DE N.V. and Finimetal
	 SENSEO – SENSEO	  	Sara Lee/DE N.V. and Chaffoteaux et Maury

  
 15

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