NORTHFIELD, ILL. — Kraft Foods Inc. will launch its proprietary Tassimo Hot Beverage System to U.S. consumers this fall, the company announced today. The new brewing system, which will make its U.S. debut at the International Home and Housewares Show in Chicago this weekend, provides a menu of beverages that can be made at home in less than one minute.
Kraft already has launched the new brand in France, followed by more recent introductions in the United Kingdom and Switzerland.
The Tassimo brewing system uses "smart" technology to enable consumers to make a wide variety of coffeehouse beverages — from coffee, tea and hot chocolate to cappuccino, espresso and latte — one cup at a time, at the touch of a button. In addition, Tassimo is the only "on-demand" beverage system that uses real liquid milk in drinks such as cappuccino and latte without the use of a steam wand.
The Tassimo system has two components: the Tassimo brewing machine and proprietary Tassimo discs (T-DISCS). Each T-DISC contains a precisely measured amount of fresh, high quality coffee, tea, chocolate or concentrated milk.
The T-DISC is sealed to protect the flavors inside until used. When the disc is inserted into the machine, "smart" technology reads the bar code printed on the label and automatically calculates the correct water quantity, brewing time and temperature to prepare the perfect beverage.
The Tassimo brewing machine is made by Saeco International Group S.p.A., the largest independent manufacturer of espresso makers in the world, and will be distributed and serviced by Braun, a division of The Gillette Company. Kraft is manufacturing and distributing the T-DISCS.
In the U.S., Kraft initially will launch the Tassimo system with premium brands including Gevalia coffees, Twinings teas and Suchard hot chocolate, with Maxwell House coffees to follow. In other countries, Tassimo is coupled with Kraft's other local brands, such as Carte Noire in France, Kenco in the U.K. and Mastro Lorenzo in Switzerland.
The Tassimo machine will be available for purchase this fall in a number of specialty retail locations, such as high-end home goods and housewares stores and on the Internet at a suggested retail price of approximately $189. T-DISCS will be available where the machines are sold, with suggested retail prices ranging from approximately $4.99 to $10.99, depending upon the beverage type, package size and brand.
The entire line of T-DISCS also will be offered online at Gevalia.com and Tassimo.com.