New Nespresso System Aims to Reshape North American Coffee Industry

Mar 3, 2014
INNOVATION: The VertuoLine machine brews both large-cup coffees and espressos.

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 revolutionize 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 flavored 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 recognize 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 www.nespresso.com, 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