January 17, 2011

Sara Lee L'OR EspressO Capsules Update

SaraLeeCapsulesforNespressoMaker.jpg

Sara Lee is making the news lately with its success and expansion of their L'OR EsspressO capsules that are compatible with Nespresso machines. The pitched battle has Nespresso crying foul, concerned that the capsules violate the layered product patents covering Nespresso design and functionality, while Sara Lee see opportunity in selling a capsule that they must believe lie outside that patent barrier.

In a recent conversation with company spokesman Ernesto Duran, I learned that Sara Lee is pleased with their sales so far of the L'OR EspressO capsules in France and their recent launch is the Netherlands is on track to perform very well too, as results are exceeding expectations. In France, Sara Lee has sold over 100 million L'OR EspressO capsules, while reaching over a million households there since April 2010.

In the Netherlands, the capsules are sold online and through the company's Douwe Egberts corner café-stores that allow for quick and broad distribution. The result is that the L'OR EspressO capsules are already one of the best selling products in those stores cafes. Douwe Egberts was founded in the Netherlands, and with that strong distribution channel it is easy to see why Sara Lee chose the Netherlands for their second market. If you can't reach a café-store, Sara Lee opened up an online market, allowing consumers to get the capsules shipped directly to their homes.

No Current Plans for US Launch

While Sara Lee’s the L'OR capsules "have the potential for global success, it would be premature to talk about any specific plans beyond the existing markets," according to company spokesman Ernesto Duran. So while we can hope to have more variety of capsules here in the US, there are no public plans to launch them here just yet.

Read More in: General News | Nespresso

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Posted by Scott Martin at January 17, 2011 6:46 AM
Recent Comments

It's about time someone broke Nespresso's choke-hold on their capsules. Maybe now we'll get some more variety.

And tell Sara to bring those things to the U.S.! There are more than enough Nespresso users here that will buy them, I promise!

E.


Posted by: Englebert Humperdinck at February 2, 2011 3:06 PM
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Bogiesan: This capsule seems to have sold out. I've been looking read more
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