Nestlé Expands Special. T in Europe

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

3 Sep 2012 --- 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.

“This is not simply about sourcing the finest quality tea leaves; it is about providing the optimum conditions to create the perfect cup.”Pascal Lebailly, Nestlé’s Head of Special. T.

“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.

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

Consumers first select a capsule containing black, green, blue, white, flavoured, 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 flavour 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 flavour.

“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.

Special. T European roll-out:
The Special. T system will be available in these countries from the following dates:
•  Austria, 3 September
•  Belgium, 15 October
•  The Netherlands and Luxembourg, 25 October
•  Germany, 1 November