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Pioneering years: trial & error
, a company wholly owned by Nestlé SA, introduces its first machines and launches the first four Grand Cru varieties.
system and business model are constantly refined to continually enhance the consumers’ coffee experience.
COMPANY: Nespresso SA, a Nestlé Group company, is founded. Inspired by Luiggi Bezzera’s original espresso coffee concept, it develops a revolutionary system of portioned, encapsulated coffee and dedicated machines that interact to deliver perfect coffee.
SYSTEM: Four initial coffee varieties includes Capriccio, Cosi, Decaffeinato and Bolero (now known as Volluto), and the first two machines offered (the C100 and C1100) are designed to resemble mini espresso machines.
MARKETS: The concept is first tested and launched in the office coffee sectors of Switzerland, Japan and Italy.
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MARKETS: The Nespresso system is introduced in the Swiss household market with Turmix as machine partner.
SERVICE: The Nespresso Club is created to offer a range of exclusive and personalised customer services. It will become a distinctive feature of the Nespresso brand.
BRAND: The first Nespresso consumer mailing is produced with a member-get-member offer. Growth at this stage is entirely consumer driven.
COMPANY: The first Nespresso capsule recycling program is introduced in Switzerland with 34 collection points.
MACHINES: While Nespresso develops its own machines, Eugster becomes their exclusive producer.
MARKETS: Nespresso is introduced in the household sectors of France and the United States to mark the first major expansion.
BRAND: Distinctive marketing depicting Nespresso as the ultimate coffee experience plays a key role in inspiring the brand’s development.
SERVICE: Chocolate squares are introduced as an accessory.
COFFEE: promotion Boutique promotion Nine Flats Flats Boutique West West Boutique Nine promotion Toscana (now Arpeggio) becomes the sixth Nespresso coffee variety after Roma. A second line is installed at the Nestlé factory in Orbe to double capsule production capacity and meet demand.