New Nespresso System a ‘Game Changer’
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 $5 billion 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.
“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,” says Jean-Marc Duvoisin, chief executive 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.”
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.
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.
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.
