New Nespresso system aims to reshape North American coffee industry

New Nespresso system aims to reshape North American coffee industry

VEVEY, Switzerland, Feb. 19, 2014 (GLOBE NEWSWIRE) -- Nespresso is launching a
new large-cup coffee system in the US and Canada, aiming to secure a major
segment of a market worth some $5bn each year in the US alone.

The new VertuoLine system, the result of almost a decade of research, has been
designed to meet the tastes and preferences of the North American consumer,
creating an American-style large-cup coffee as well as the authentic European
espressos for which the brand is famous.

Revolutionising coffee

"VertuoLine will be a game changer and will revolutionise the most successful
segment of the coffee market in North America and change the way coffee is
brewed and enjoyed at home," said Jean-Marc Duvoisin, CEO of Nestlé Nespresso.

"We believe we are poised to reshape the entire industry in North America. We
are entering a highly competitive market with a premium offering, and
VertuoLine will win on quality and technology, for which we have long been the
leader," he added.

Nespresso's decision to create the first Nespresso system that delivers
large-cup coffee is fuelled by burgeoning growth in the portioned coffee
category in North America, where sales have tripled in just three years.

It also builds upon Nespresso's long history of portioned coffee systems,
which it first launched almost three decades ago.

Fastest growing

The portioned coffee category is now one of the fastest growing segments in
consumer goods in North America and by far the fastest growing segment within
coffee overall. The US market alone is expected to account for half of the
predicted global growth in the segment.

The VertuoLine coffee range will include flavoured coffees as well as a half
caffeinated variety among the eight large-cup coffee varieties and the four
espresso blends.

The innovative, Swiss-designed machine is based on an intelligent brewing
system. There is a bar code on each coffee capsule which allows the machine to
recognise and adapt extraction to create the optimal cup of coffee.

Creating 'crema'

Unlike any other machines on the market, the Nespresso VertuoLine also creates
large-cup coffees with "crema" - a naturally formed foam of coffee and air
that has, until now, been the signature of a quality espresso coffee.

The machine will be sold directly to consumers through the network of
Nespresso boutiques and at, as well as selected US retailers
including Macy's, Bloomingdales, Sur La Table and Williams-Sonoma.

Ensuring sustainability in its coffee supply chain is a priority for Nespresso
whose AAA Sustainable Quality Programme, developed in collaboration with the
Rainforest Alliance, seeks to ensure the highest quality coffee while helping
to improve the livelihoods of coffee farmers and their families.

Currently some 62,000 coffee farmers across eight countries are part of the
programme which, last year, provided 84% of Nespresso's coffee.

Related information:

Nespresso US

The Nespresso brand

Nespresso on Facebook

Nespresso on Twitter

Read more about Nestlé and Nespresso:

Nespresso to invest in Swiss factory

Limited edition Nespresso coffee draws on wine-making technique

The Nespresso programme: One farmer's story

A long-term commitment: Nespresso extends AAA programme by five years

Nespresso launches sustainability advisory board

Nespresso invests in Colombia

Nespresso coffee farmers enjoy better economic, social conditions

Media enquiries

Nespresso Corporate Communications
Yvonne Iwaniuk
Tel: +41 79755 3752

Nestlé Corporate Media Relations
Tel: +41 21 924 2200

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