By Claire Reilly
Breville has today announced a new partnership with portioned coffee brand Nespresso to produce a range of “more than eight” co-branded portioned coffee machines in 2013.
The range – expected to be released mid-year – represents a change of strategy for Breville, a brand traditionally associated with manual espresso machines in Australia, as well as filter coffee machines that are popular in North American markets.
The move will also see De’Longhi lose its virtual monopoly as the primary manufacturing partner for Nespresso’s portioned coffee machines in Australia.
Speaking about Breville’s push into the portioned category was the general manager of Breville Australia, Jeremy Sargeant.
“The portioned coffee machine market in Australia and New Zealand is booming with its value in excess of AUD $100 million per annum,” said Sargeant. “This category will continue to be a major growth area and the Nespresso partnership truly complements our current range.
“It combines the world’s best portioned coffee system with Australia and New Zealand’s most trusted kitchen appliance brand. From our perspective, it enables us to provide Breville branded espresso solutions to suit the needs of all of our customers.”
While pricing details and specific product details are yet to be released, Breville announced that the machines will be available “in a choice of styles and colours,” some of which have hitherto only been available “through Nespresso’s direct sales channel”.
Following Breville’s announcement, rival machine manufacturer De’Longhi has reasserted its commitment to the portioned coffee category, saying it is “business as usual” for De’Longhi and Nespresso.