November 28, 2012

Nestle/Nespresso Expands its Special T machine In Europe - Tea Capsules


Nestle/Nespresso has decided to expand its Special T machine into additional countries in Europe after a long test in France and Switzerland. We first reported on this back in 2010, when they announced the launch, reapplying the success of the Nespresso Espresso machines into the Tea market. The machines are different; the espresso capsules need to be compact; the tea capsules need room to "Steep"

The Special T line of 25 teas plus special editions, and claim to harvest the finest 1% of teas in the world.

The Special T market expansion includes Germany, the Netherlands, Austria, Belgium, and Luxembourg.

More consumers will be able to make a cup of the highest-quality tea at the touch of a button as Nestlé rolls out its Special.T machine to five new countries in Europe.

The premium-portioned beverage system offers a choice of 25 fine teas sourced from the top 1% of the world’s tea farms.

Nestlé is launching the machine in Austria, Belgium, the Netherlands, Luxembourg and Germany following successful launches in France and Switzerland.

It is the company’s third major innovation in capsule beverage systems, building on the successes of Nespresso and Nescafé Dolce Gusto.

Special.T has an exclusive online sales model that draws on Nestlé’s experience in other e-commerce ventures such as Nespresso, strengthening the company’s position as one of the world’s leading e-businesses.

Complete service

“Special.T is the latest example of how we are driving the growth of our business in Europe through innovation,” said Pascal Lebailly, Nestlé’s Head of Special.T.

“It reflects the capability of our research and development to integrate products and systems in such a way as to offer consumers a complete service.

“This is not simply about sourcing the finest quality tea leaves; it is about providing the optimum conditions to create the perfect cup,” he added.

Precision timing

Special.T works in a similar way to Nestlé’s other capsule beverage systems.

Consumers first select a capsule containing black, green, blue, white, flavored, or organic herbal tea leaves and insert it into the machine.

The machine identifies the tea variety and then adjusts the water temperature and brewing time accordingly.

“Tea is far more sensitive than coffee,” Mr Lebailly continued. “It absorbs flavor and is susceptible to light and different types of water.

“The machine is fitted with a water filter and the capsules are designed to protect the tea leaves while preserving their freshness and flavor.

“Each capsule contains exactly the right amount of tea required to produce the aroma and taste you would expect from a cup of that particular variety.”

Consumers can use the Special.T website in their country to order machines, tea capsules and accessories for delivery to their home or office within 48 hours.

The machines will be available at an introductory price of EUR 89, as part of a package containing two cups and 40 capsules of tea.

Consumers will also be able to sample teas and test the machines at flagship Nespresso stores in each of the five countries where the Special.T system is being rolled out.

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Posted by Scott Martin at November 28, 2012 8:06 AM
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