Nestle takes on Keurig

by Monica Watrous
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VEVEY, SWITZERLAND — Set for a North American debut is a single-cup coffee and espresso brewer from Nestle S.A.’s Nespresso brand.

The result of a decade of research, the new VertuoLine system creates both American-style large-cup coffees European espressos, with a product range that includes eight large-cup varieties and four espresso blends. The machine recognizes a bar code on each coffee capsule to produce the optimal brew. The large-cup coffees feature naturally formed foam, signature of espresso beverages.

“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, chief executive officer of Nestle 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.”

The portioned coffee category represents one of the fastest growing segments in consumer goods in North America, and the U.S. market alone is expected to account for half of predicted global growth, Nestle said.

VertuoLine will be available through a network of Nespresso boutiques and on-line at www.nespresso.com, as well as in select U.S. retailers.
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