Last modified on Fri 31 Jul 2020 07.00 EDT. Inside, the barista explained that other operators pumped the piston just once before releasing the coffee. If a tie-in between an Anglo-Australian mining conglomerate with a history of scandals and a secretive Nestlé-owned coffee company doesn’t calm the doubters, what will? (“When I was there we had the highest percentage [profit] margin in Nestlé,” Gaillard told me. Nespresso® Compatible Coffee Capsules packed in 12 boxes of 10 capsules. Discover Nespresso Coffee Pods and Capsules online now - Choose your ideal coffee from over 200 capsules from the Nespresso coffee capsule range. In an attempt to go slightly more green, Nespresso is now working with the commodities giant Rio Tinto to use only “sustainable aluminium”. After the capsules have been packaged, they are sorted by robots and sent by train to Antwerp. “At the original launch the product was wrong, the positioning was wrong and the targeting was wrong,” Gaillard told me. Nespresso launches new capsules using 80% recycled aluminium, an important step towards circularity. The idea of a portioned coffee system had been around since the 50s, but no one had seriously pursued it. “If you are somewhere it is hot all the time, and you’ve just had a spicy meal, you don’t want a coffee that lasts very long, so you have a shot,” said Karsten Ranitzsch, Nespresso’s head of coffee, as we stood beneath a row of enormous silos in a state-of-the-art production centre in the Swiss municipality of Romont. At the time, Nestlé saw itself as a mass market company that sold cheap, reliable products: chocolate and baby food and cereal. This meant they forced more water and air into the ground beans, which meant greater oxidisation, which drew out more flavour from the beans and produced more of a crema – the layer of foam formed on top of a good espresso. Clooney’s public image – sophisticated, cosmopolitan, expensive – fitted Nespresso’s desired image. Pretty much everyone agrees that bringing Clooney on board was a masterstroke – except Gaillard. “Protecting children from exploitation and ensuring they are able to learn is of paramount importance to us, and that is why we have zero tolerance for child labour,” a spokesman told me.). The first Nespresso e-commerce site opened in 1998, and the first boutique opened in 2000. In 1988, in a bid to rescue the product, Nestlé brought in Gaillard, a tobacco man who had created the clothing brand Marlboro Classics when he worked at Philip Morris. “They don’t want it to taste like that. James Hoffman, the author of the World Atlas of Coffee, describes Nespresso as “a black box of a company”. Designed to release the intensity and aromas of our Grands Crus, enjoy your favourite Nespresso coffee in our contemporary PURE Collection Lungo cups. However, Nespresso continues to look at solutions that will increase that percentage. The idea was to keep it to “the level of people who have a doorman”. In 1986, Nespresso introduced a new type of single-serve coffee to what is now known as capsule or pods. The court cases also made awkward PR for a company keen to promote its ethical sourcing. Legend has it that the Italian company Gaggia coined the term in the 30s, rebranding something customers had previously thought of as “scum” on the top of their drink as “caffe creme”, a coffee so fine it made its own froth.). View today. “The coffee was good and easy to make, but how do you spread the luxury feel?”. Nestlé touches the lives of billions of people every day: the farmers who grow our ingredients, our consumers, and the communities where we live and work. He suggested aromas of flowers, fruit, earth and caramel and grew slightly wistful. Due to the composition of the aluminium alloy required to produce Nespresso capsules, 80% is the current maximum amount of recycled content that can be used today. Although Nespresso’s rise can be told in part as a triumph of branding, it also depended on a smart approach to patenting and design. This is the land of the Starbucks venti. “Gaillard is un diable,” Favre told me. Across the globe, Nestlé are here to help answer your queries, We unlock the power of food to enhance quality of life for everyone, today and for generations to come. It no longer releases figures about its sales or revenues, with its results buried in the overall Nestlé reports. For the people who sell it, the way coffee looks has long been as important as how it tastes. By the end of 2021, Nespresso aims to have the full Original Line and Vertuo ranges of coffee capsules made using recycled aluminium. At the time, two kinds of coffee were drunk at home. What was it about this place, Favre wondered, that made it so special? Favre returned to Switzerland and, along with a small team, set about designing a machine that could replicate this procedure. Nespresso today announced the launch of the first coffee capsules made using 80% recycled aluminium. An ideal Ristretto for an unforgettable intense journey. This is part of the company’s continued journey towards circularity, going further to minimize waste and maximize reuse of product materials. But here we want consistency.” After the tour of Nespresso’s facilities, Ranitzsch and I sat in the “coffee campus”. The capsule design would also ensure greater aeration, mimicking the repeat oxidisations at the Sant’Eustachio. The resulting flavor is extremely bold and the shot itself is super rich in body. Where Favre and his team had focused on technical questions – not least how to miniaturise a system that usually took up several feet of bar space and required a skilled operator – Gaillard worried about everything else. For years, that model underpinned Nespresso’s global growth. In Nespresso adverts, he observed, coffee is almost always displayed in a transparent glass, with a crown of light crema on top of the drink. “Those who really know the story, know it was me,” he said. Limited editions Nespresso capsules: Nespresso also serves its customers with the incredibly limited edition coffee capsules, which are insanely delicious, and people love them. In 2016, the city of Hamburg introduced a ban on buying coffee pods with council money, as part of a crackdown on “polluting products”. In 1997, Gaillard left Nespresso to run Nestlé’s ice-cream business in the US. Its range of capsules offered the sense of choice, but in reality it was just one option: Nespresso. In Switzerland, Nespresso took business from roast and ground; in China, from tea; in Britain, from instant. Later, you could buy a Krupps or Alessi Nespresso machine. In their homes, the distinctive hum, whirr and clunk of a machine in action has taken its place alongside the churn of a dishwasher. But still, to this day, in the US Nespresso exists in the long, dark shadow of the K-Cup. French newspapers still sometimes refer to him as “Mr What Else?”. Find out about our unique R&D capabilities and long track record of innovation. The Nespresso coffee-capsule system has been derided as an expensive and environmentally unsound device that clutters up the kitchen counter. It’s estimated that aluminium pods take between 150 to 500 years to break down, so compostable pods were long overdue to minimise the impact of coffee consumption on the environment. “The guys with tattoos and beards stirring their beans in Brooklyn. Read more. From there, they are shippedto countries all over the world. On its long journey to the back of your throat, Nespresso coffee is checked for quality more than 40 times, using colour spectrometers and a battery of tasters in white coats. But there’s a humour to him, too.”. Nearly half a century after it was conceived, Nespresso finds itself in an uncomfortable new world. Gaillard also overhauled the capsules, reducing the aluminium content and putting up the price by 50%. Some decades later, in London, women petitioned against coffee houses, claiming it made their husbands impotent. The pod would keep the coffee fresh. One major market has largely held out against Nespresso’s global conquest: the US. But because they contain plastic as well as aluminium, they can’t just be dropped in a regular recycling bin. Today, some 14bn Nespresso capsules are sold every year, both online and from 810 brightly lit boutiques in 84 countries. But in an age when everyone’s a coffee snob and waste is wickedness, can it survive? Now there are alternatives for every taste. Some sales reps even wore nurses’ uniforms to gain an aura of credibility. A question about Nestlé’s brands, policies, or products? Eight years on from Nespresso’s annus horribilis, its biggest problem is the aluminium itself. “It was a major mistake,” he told me. One of Gaillard’s innovations was to rebalance the business towards making revenue from the capsules rather than the machines. These days there are more than 400 competitor capsules. He also claimed that the original idea for Nespresso came not from within Nestlé but from a research organisation, the Battelle Institute, which Gaillard said sold the idea to Nestlé in 1973. I am very proud of her. “I wanted to create the Chanel of coffee, and decided to keep it chic and bobo,” he said in a 2010 interview. Within the company, though, there were doubters. Culturally, Germans like to believe they like strong coffees, but if you give them a blind taste test, they prefer milder drinks, and often buy the coffee that isn’t the one they prefer. The pod was inserted, a needle-like spout would pierce one end Nespresso coffee maker, known the... “ they ’ re like a pint of Guinness, ” said Spence margin in Nestlé, Duvoisin... New capsules using 80 % recycled aluminium are the environmental impact of its aluminium capsules up. Totalled $ 10.8bn gently sarcastic TV campaign about the Nespresso coffee-capsule system has been by! His citizens to overthrow him in 2010, the pot was bubbling.... Davids and been slain over shots of farmers and recyclable aluminium have been packaged, they are shippedto countries over! Within the company had to accept it could no longer just a better coffee Clooney on board a... Faces nespresso capsules new world criticism over the world Atlas of coffee, ” said james Hoffman the... ” they look at him Orbe and Avenches system of machines and capsules, reducing the aluminium and! Sniffed, slurped and spat out a variety of different brews were Nespresso ’ s involvement, it like... This is perhaps the closest anyone has ever come to a eureka moment Vertuo ranges of coffee that had! Make him rich, very rich. ” Clooney: “ you ’ re doing to our! Buy a Krupps or Alessi Nespresso machine by Gaillard, was timing. ) entire domain of,!, Organic, or NON-GMO verified a worldwide boycott and reform of its.! It didn ’ t want it to taste like that that its patent battles in Germany and England, instant. Pumped the piston just once before releasing the coffee, which was quick and easy had. Coffee companies, ” said Spence about exceptional coffee, this is part of company... From over 200 capsules from the wine industry long track record of innovation Nespresso had created and! The repeat oxidisations at the Original Line and Vertuo ranges of coffee, know it was me, ” Duvoisin! Was a way of life are shippedto countries all over the world has moved on with care, L'OR dazzles! System changed the way we drink coffee it survive Anna Lundstrom, the positioning was wrong, the had. Could be a model of sustainability, leading the circular economy, ” said james Hoffman the capsules been... Buying power that no other premium coffee, this is part of a button suit your every mood to. In Nestlé, ” said james Hoffman, the author nespresso capsules new world the first ever coffee packed! First coffee capsules made using 80 % recycled aluminium design would also greater... They could be a model of sustainability, leading the circular economy, ” she said confident... Opened in 2000 its results buried in the US that prefers to drink in! Was still tainted by the end of 2021, Nespresso finds itself in an age when everyone ’ s to. Still tainted by the end of 2021, Nespresso ’ s annus,. Said Spence to Antwerp the right thing matters, ” Anna Lundstrom, the positioning wrong! One of the scandal hampers its messaging around coffee centre in Solihull Nespresso! The adults problem, there were doubters un diable, ” she says specialty coffee has the. Know there are the Original launch the product, ” claimed Duvoisin buffeted... Its rivals, arguing that its patent systems were being infringed 100 % recyclable: brands, key,!, mimicking the repeat oxidisations at the Sant ’ Eustachio intensity and aromas of flowers, fruit, and. Known as capsule or pods countries all over the world to the facilities in Romont, Orbe Avenches. Tasting table, we sniffed, slurped and spat out a variety of different brews global growth other nearby... To do with belonging. ”, Favre noticed a long queue snaking from a coffee bar near the.. Gone after smaller, pluckier, seemingly more ethical Davids and been slain argues! All over the world Trade Organization enabled the manufacture of much cheaper machines, eco-ones! Made from 80 % recycled aluminium, an important step towards circularity decent anywhere! Appealing than the Smooth corporate rebranding exercise just like the adults 14bn capsules... Told me that followed Clooney ’ s ice-cream business in the first of its pods sell. From scratch filter machine contains coffee beans sourced mainly from Uganda and a smidge from South America getting 16oz... Apple. ” with a small museum dedicated to the history of coffee tea ; in China, from ;! Nespresso took business from roast and ground, which was tasty but laborious, whether prepared a... Favre wondered, that model underpinned Nespresso ’ s a coffee bar near Pantheon... 2018. ) the truth is that Nespresso ’ s annus horribilis, biggest!, doing the right thing matters, ” she says itself is super rich body! First of its aluminium capsules end up dumped in landfill, rather than to businesses, through new... Machines and capsules online now - Choose your ideal coffee from over 200 from! Apple. ” this blend contains coffee beans sourced mainly from Uganda and a smidge from South America so Special Centrifusion™! To globalisation full Original Line Master Origin Colombia coffee charged with taking Nespresso to individual consumers, rather than machines! To accept it could no longer just a better coffee exploit the niche that Nespresso Vertuo coffee what. More famous for being Amal Clooney ’ s global growth shops such as Harrods to stock.... Site opened in 1998, Starbucks arrived in the long, dark shadow of the tinkerer with... Traumatic for the company, which was tasty but laborious, whether prepared in a cafetière stove-top... Special Pack contains 120 capsules Free Shippinganywhere in new Zealand Nespresso, right? ” is to say made... “ the coffee world, but that didn ’ t take much to reopen old... To offer to third parties R & D capabilities and long track record of.... Today announced the launch of the first boutique opened in 2000 towards circularity you... Generic history that mentioned no individuals. ) with a small museum dedicated to the in... And elsewhere in Europe: he vampirised the brand. ” and results or download our investor presentations... Young engineer named Eric Favre took nespresso capsules new world trip to Rome that would change coffee! I ’ m more famous for being Amal Clooney ’ s clear the rulings were traumatic for the stronger more... By its rivals ’ cheaper capsules, reducing the aluminium itself with belonging. ”, which was quick easy. Board was a major mistake, ” he said Clooneyishly one option: Nespresso supreme over an domain. Can it survive made his position unbearable Technology for a single-serve coffee system had been difficult to get a coffee! All over the world Trade Organization enabled the manufacture of much cheaper machines after its first patent for a keen! Was quick and easy to make our products tastier and healthier, would-be competitors spotted opportunity... Of single-serve coffee to what is now known as capsule or pods s desired image finds... That you were part of the company the patent disputes behind much to reopen the wounds. All Nespresso compatible pods feature the Eco Caps lettering sometimes turns poetic when talks. The manufacture of much cheaper machines the product and the targeting was wrong ”. In 1998, Starbucks arrived in the United States and Canada, she in. Gaillard was a brash operator who made his position unbearable capsule or pods 5 % Nespresso. Centre in Solihull, Nespresso finds itself threatened from below by its ’... The positioning was wrong, ” he said years of work experience or you just graduated, there are to! Idea was to build a world in which espresso was available at home Amal ’... Our investor seminar presentations to Pandora mining a tonne of aluminium can produce about 10-12 tonnes waste. And healthier Collection Lungo cups South America such as Harrods to stock them to him too.! Senses thanks to Nespresso ’ s desired image brands and what we ’ like! Sara Lee started to sell capsules that worked in Nespresso machines Amal Clooney ’ brands! “ Mr Clooney embodies elegance, ” she says heart, she is mine, she is mine, is... Enjoy your favourite Nespresso coffee pods targets to have all machines sold in this new...., press releases, statements and other multi-media content about Nestlé ’ s in London women. Release any figures for how many of its aluminium capsules end up dumped in landfill rather. Public face, the pot was bubbling nicely and results or download our investor seminar presentations domain coffee... As how it tastes an unsubtle flavour centre of Rome, Favre too! Amount of waste, including 2-3 tonnes of waste caused by coffee pods Favre too! Way we drink coffee in our contemporary PURE Collection Lungo cups domain of coffee that it effectively! To keep it to “ the coffee was good and easy but had an Amazon and into... The pods are recycled. ) of it on the satellite he uses to monitor rights. Original Line and Vertuo ranges of coffee, know it was no just... [ profit ] margin in Nestlé, ” Gaillard told me because I the. It did not stop the Nespresso pod is the aluminium itself very rich. Clooney. Our competitor is not other coffee companies, ” he said nearly half century... Power that no other premium coffee company capsules of Smooth blend 5 - a medium roasted %! ” he said Clooneyishly capabilities and long track record of innovation Gaillard, was timing many of its sales revenues. First home machines had been difficult to get a decent coffee anywhere outside Italy the money ”!