Nespresso launches its new VertuoLine system in the United States and Canada. This is the first Nespresso machine that brews both American style large-cup coffee and authentic European espresso for which the brand is famous. For the first time ever, coffee lovers can experience large-cup coffee with crema. The silky, generous crema is the sign of a world-class coffee and represents unprecedented quality.
“VertuoLine will be a game changer and will revolutionise the most successful segment of the coffee market in North America and change the way coffee is brewed and enjoyed at home,” said Jean-Marc Duvoisin, CEO of Nestlé Nespresso.
“We believe we are poised to reshape the entire industry in North America. We are entering a highly competitive market with a premium offering, and VertuoLine will win on quality and technology, for which we have long been the leader,” he added.
VertuoLine is based on a new technology Nespresso calls Centrifusion which maximizes contact between the water and the coffee, and “intelligent” extraction system. There is a bar code on each coffee capsule which allows the machine to recognise and adapt extraction to create the optimal cup of coffee.
The machine will be sold directly to consumers through the network of Nespresso boutiques, as well as selected US retailers including Macy’s, Bloomingdales, Sur La Table and Williams-Sonoma. Price is $299.