Kraft to grow Tassimo with Starbucks alliance

by Staff
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NORTHFIELD, ILL. — Kraft Foods Inc. has announced new efforts to grow the Tassimo hot beverage system. These efforts include an alliance with Starbucks Coffee Co. and a new brewer alliance with Bosch.

Tassimo is an on-demand beverage system from Kraft that freshly brews various hot beverages at the touch of a button.

Beginning in December, select Starbucks varieties will be available in the single-cup Tassimo T DISC capsule format. The House Blend, Breakfast Blend, Caffe Verona and Africa Kitamu flavors will be available for purchase on and at select retailers in time for the holidays.

Seattle’s Best Coffee and Tazo tea are products already available in the T DISC form.

"We are always looking for ways to provide an authentic Starbucks coffee experience to our customers and to do so anywhere and anytime they prefer," said Gerry Lopez, president of Starbucks Global Consumer Products Group. "Starbucks Research and Development department worked closely with the Kraft Tassimo team to develop a T DISC that delivers a high-quality brewed cup of Starbucks coffee."

Kraft and Starbucks began a partnership in 1998 when the companies entered a supply and distribution agreement. Currently, Kraft manages sales, marketing and distribution of Starbucks coffees in retail grocery, club and mass channels in the U.S., the U.K. and Canada.

Kraft also announced a new global brewer alliance with Bosch Household Appliances. In mid-2008, Bosch will introduce a new Tassimo brewer that carries that Bosch name.

"Kraft recently revamped its business plans for Tassimo to spur stronger, more profitable growth, and we’re already seeing results," said Hubert Weber, vice-president and general manager for Tassimo. "We’re appealing to consumers seeking true coffeehouse quality in the comfort of their own home. Our alliance with Starbucks — the brand that’s synonymous with coffeehouse quality — gives coffee lovers even more reasons to turn to Tassimo."

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