The Swiss food giant Nestle has announced on Wednesday the worldwide launch of a new range of Starbucks products to enjoy at home that will begin to market in Spain from «end of March», as confirmed to Europa Press from the Swiss multinational.
This new range, consisting of 24 products, including ground coffee, ground coffee, as well as the first Starbucks capsules for the Nespresso and Nescafé Dolce Gusto systems, is the first product launch since the two companies formally joined in August 2018 to create a global alliance in the coffee segment.
In addition to Spain, "in the coming weeks" the launch will take place in Belgium, Brazil, Chile, Mexico, the Netherlands and the United Kingdom, while in coming months these products will reach markets such as China, Germany or Switzerland.
"The decision on which markets go first was a joint decision between Nestlé and Starbucks," said David Rennie, head of Nestlé's strategic beverage business.
Through this alliance, Nestlé has the perpetual rights to market coffee and tea products of Starbucks for the mass market and outside the home worldwide, outside the Starbucks coffee shops, excluding ready-to-drink products.
"With Nescafé, Nespresso and Starbucks, Nestlé now has the best portfolio of coffees to delight consumers around the world," said Patrice Bula, executive vice president, head of Strategic Business Units, Marketing, Sales and president of Nespresso.
"Our two teams have done an outstanding job in just six months developing a range of new premium coffees, crafted with care and passion, combining Nestlé's knowledge in coffee and systems with Starbucks' experience in roasting and mixing coffees." , has added.
"Today's announcement further expands the global reach of the Starbucks brand as we expand into new channels as part of a global coffee partnership with Nestlé," said John Culver, president of Starbucks International, Channel. Development and Global Coffee and Tea.
"We are very pleased to be able to offer our high quality premium coffees from Starbucks to customers for home consumption through the most well-known systems in the world, Nespresso and Nescafé Dolce Gusto," he added.
The manager of Nestlé has not offered a goal of growth of sales or market share of the Swiss company through this launch, only emphasizing that the company "is ambitious". «The ambition is to accelerate sales. We believe that this brand is complementary to others, "said Bula.
Regarding its distribution, the head of Strategic Business Units, Marketing, Sales and president of Nespresso has explained that this line of Starbucks products will not be distributed through the exclusive Nespresso channels.
"Starbucks will not be distributed on exclusive Nespresso channels. We will have Starbucks in supermarkets, of course in electronic commerce and in stores, but not in the Nespresso boutiques, "said the manager.