During the second world war stocks of coffee, tobacco and tea quickly ran out, as a result the government developed a coffee substitute which  the Dutch coffee roasters started to manufacture in 1941. 

The coffee substitute contained barley, peas, field beans, chicory, acorns and tulip bulbs. Douwe Egberts produced this product under the brand name Fama & it sold around 68 millions packs until it was discontinued in January 1952.  The development of such a product required a significant amount of research, Fama created the foundation of the reseach department which still plays a vital role in the Douwe Egberts business.