VertuoLineTM will create premium large-cup coffee segment in Canada
TORONTO, Feb. 19, 2014 /CNW/ - Nespresso, the worldwide pioneer and reference in premium portioned coffee, today introduced its new VertuoLineTM system in Canada and the United States, the first Nespresso machine that brews both American style large-cup coffee and authentic espresso. Nespresso pioneered the premium portioned coffee market in Europe more than 25 years ago. Today, the brand is set to accelerate its growth in North America and become a major player in the more than C$725 million1 Canadian portioned coffee market with the launch of VertuoLineTM.
"VertuoLineTM will be a game changer and will revolutionize the most rapidly growing segment of the coffee market in North America," said Jean-Marc Duvoisin, CEO of Nestlé Nespresso SA. "After pioneering the portioned coffee market in Europe and seeing tremendous growth potential in the North American market, we are confident we can become a major player in the market."
A Coffee System for the Digital Era
The new Nespresso VertuoLineTM revolutionizes the way that coffee is brewed by introducing Centrifusion™ technology. A world class team of Nespresso engineers and designers have created the most intelligent, elegant and ergonomic system on the market today. The intelligent extraction system provides an extremely high level of precision as the machine recognizes, through barcode technology, each expertly designed Grand Cru and adjusts the extraction parameters to brew each blend in the most optimal way. The result is a new richly aromatic, deeply flavored, crema-topped large-cup coffee (236 ml or 8 oz) or espresso.
For the first time ever, coffee lovers can experience large-cup coffee with crema. The silky, generous crema is the sign of a world-class coffee and represents unprecedented quality.
The World's Finest Coffee
Only the top one to two percent of coffee beans meets the rigorous quality standards to become Nespresso Grands Crus. VertuoLineTM features a new range of eight large-cup coffees and four espresso blends, to please the most discriminating coffee drinkers. To further cater to tastes in the North American market, Nespresso has introduced eight regular coffee blends with different intensities and taste profiles, including its first-ever half-caffeinated Grand Cru coffee as well as two flavoured coffees (Vanilla and Hazelnut) and one decaffeinated variety.
"The North American portioned coffee category has seen tremendous growth, with sales tripling in just three years2," said Jacques Demont, Market Director of Nespresso Canada. "Coffee is the number one hot beverage in Canada and we are excited to bring a new system that delivers the quality and taste for which Nespresso is known in a large-cup offering. When coffee lovers try VertuoLineTM, they will see and taste the difference, and it will make them reconsider their daily coffee rituals."
Pricing and Availability
VertuoLineTM is available in three colors (red, black and chrome) for C$299, or the VertuoLineTM bundle with the Aeroccino Plus milk frother can be purchased for C$349. VertuoLineTM will be available for purchase at the Boutiques, at www.nespresso.com, through the Nespresso Club (1-855-325-5781) and at our retailers beginning March 1st.
About Nestlé Nespresso SA
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso operates in almost 60 countries and has more than 9,500 employees. In 2013, it operated a global retail network of over 320 exclusive boutiques. For more information, visit the Nestlé Nespresso corporate website: www.nestle-nespresso.com.
1 Source: Euromonitor International, Coffee in Canada, January 2014
2 Source: Mintel Group 2013 report
SOURCE: Nestle Nespresso SA
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