Starbucks Coffee Co. has announced the launch of a new single-cup coffee product called the Verismo system by Starbucks. The system makes both Starbucks-quality espresso beverages, from lattes to americanos, and brewed coffee one cup at a time.
According to Starbucks, the new single-cup system combines Starbucks signature Espresso Roast and drink recipes with “precise Swiss engineering and a patent-pending high pressure extraction capability,” giving customers the ability to create Starbucks-quality beverages at home. Through a strategic relationship with privately-held, Germany-based Krueger GmbH & Co. KG, Starbucks will market and sell the premium Verismo system by Starbucks and Starbucks-sourced 100% arabica coffee and milk pods starting this fall.
“The premium single-cup segment is the fastest-growing business within the global coffee industry,” said Howard Schultz, Starbucks chairman, president and CEO. “We have long believed that the biggest prize within the segment is a high-pressure system that would give us the opportunity to deliver Starbucks-quality espresso beverages at home and at work for customers who desire the Starbucks espresso experience outside of our stores.”
Just in time for the upcoming holiday season, Verismo system by Starbucks will be sold online and at select Starbucks retail stores, as well as specialty retailers across the U.S., Canada, and in select international markets. Espresso and brewed coffee pods will initially be available in a full range of Starbucks roast spectrums, along with a variety of milk pods.
“The combination of Starbucks coffee authority and our technology and development expertise will enable Starbucks to deliver the quality and taste expectations in the cup that millions of people all over the world have come to expect from Starbucks,” said Marc Krueger, member of the Krueger GmbH & Co. KG management board.
According to Starbucks, the introduction of Verismo system by Starbucks advances corporate plans to offer a full portfolio of premium single-cup alternatives and experiences to customers. Starbucks entered the premium single-cup market with Starbucks VIA Ready Brew instant coffee in 2009. The cafe chain extended its footprint in the space this past year, building on a relationship with Green Mountain Coffee Roasters to provide Starbucks K-Cup packs beginning last fall. In the first eight weeks following that launch, Starbucks said it shipped more than 100 million Starbucks K-Cup packs.
“We now have the opportunity to reach millions of customers who have been looking and waiting for a uniquely Starbucks solution in the fast-growing premium single cup coffee market with a coffee quality, taste, roast variety and design sensibility that is consistent with Starbucks brand and reputation,” said Jeff Hansberry, president, channel development for Starbucks.
Starbucks indicated that details on pricing, availability and retail distribution would be released at a date closer to the product’s launch.