The Nespresso Coffee Company is Heeding to the Desire for More Caffeine
Janelle Savel — March 31, 2014 — Marketing
Nepresso coffee is supersizing its home-brewing system for those who prefer a larger cup of coffee in the morning.
The new single-serve coffee system called VertuoLine uses different capsules and produces eight types of 8-ounce servings along with four espresso blends. The VertuoLine will be retailed in Canada and the U.S at Nespresso boutiques and at Macy’s, Bloomingdale’s and Williams-Sonoma Inc. It has been reported that consumers prefer larger cups of coffee from common corporations such as Green Mountain, Starbucks or Dunkin’ Donuts Inc. as opposed to smaller espresso; this new product will allow consumers to enjoy more coffee in the convenience of their own home.
This incentive is giving consumers the option to try new flavors, but also allows them to enjoy what they’re already familiar with. Increasing its size appeals to consumers and the ever-growing demand for coffee.
The new single-serve coffee system called VertuoLine uses different capsules and produces eight types of 8-ounce servings along with four espresso blends. The VertuoLine will be retailed in Canada and the U.S at Nespresso boutiques and at Macy’s, Bloomingdale’s and Williams-Sonoma Inc. It has been reported that consumers prefer larger cups of coffee from common corporations such as Green Mountain, Starbucks or Dunkin’ Donuts Inc. as opposed to smaller espresso; this new product will allow consumers to enjoy more coffee in the convenience of their own home.
This incentive is giving consumers the option to try new flavors, but also allows them to enjoy what they’re already familiar with. Increasing its size appeals to consumers and the ever-growing demand for coffee.
Trend Themes
1. Upsized Capsules - The trend of larger cups of coffee is leading to the creation of capsules that produce 8-ounce servings.
2. Home-brewing Systems - The desire for convenience is driving the trend of home-brewing systems that can produce larger cups of coffee.
3. Expanded Flavor Options - With the popularity of larger cups of coffee, there is a trend of coffee companies expanding flavor options to meet consumer demand.
Industry Implications
1. Coffee Equipment Manufacturing - The trend of upsized coffee machines represents a disruptive innovation opportunity for coffee equipment manufacturers to create new, larger machines that meet the demand for bigger cups of coffee.
2. Retail - The trend of home-brewing systems presents a disruptive innovation opportunity for retailers to offer a wider range of larger-sized coffee machines to meet the needs of consumers.
3. Food and Beverage - The trend of expanded flavor options creates a disruptive innovation opportunity for food and beverage companies to introduce new coffee flavors and blends to meet the demand for larger cups of coffee.
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