Groupe SEB aims for an instant hit with new Quick Cup

By Martin Vedris

SYDNEY: Groupe SEB Australia has finally announced the launch of its new Tefal Quick Cup which provides an instant hit of hot water for a cup of tea or coffee as well as instant filtered water.

Tefal has utilised ‘Optiquick’, its unique patented heating system that heats water within three seconds.

Quick Cup also uses Tefal’s Claris Filtration system to filter chlorine, copper, lead and pesticides in the water. According to Groupe Seb, the innovative upstream system of the Claris cartridge produces filtered water in three seconds compared with the 240 seconds of a traditional gravitation system used in other water filters.

“Everyone is looking for a way to be more efficient in their everyday lives,” said Tefal’s Marketing Manager, Filiz Bensan.

“With the average kettle taking close to three minutes to boil, the instant hot water delivery from the Quick Cup is an easy way to make time for more important things.”

According to Tefal, it will also reduce a consumer’s carbon footprint as it uses only a third of the energy of an ordinary kettle.

“For anyone who just wants to make a cup of tea for themselves, choosing the Quick Cup will save money and reduce energy consumption. Over a 12 month period, the energy saved would be enough to light a home with 10 light points using 100 watt bulbs for more than three months,” she said.

With the combination of instant hot water and instant filtered water, the Quick Cup brings some innovation to the category.

“We are very excited with the launch of Quick Cup,” said Bensan. “We know that there has been little innovation in the kettle category and there is limited differentiation. However, with Quick Cup we are able to offer something that is outstanding to the consumer where there is a real benefit.”

To support the Quick Cup launch of, Groupe SEB will invest in a national TVC campaign in the lead up to Mother’s Day.

“We will really focus on supporting the launch of Quick Cup to drive consumer interest and awareness,” Bensan advised. “In addition, we will support all our retail partners with in store merchandising, POS and demonstrations.

The Quick Cup has a stainless steel control panel, removable 1.5 litre water tank, the Claris Aqua water filtration system, a ‘cool touch’ exterior, adjustable dosage control, automatic mug size function, anti-dust lid and an ‘easy lift’ handle.

A dedicated website — www.quickcup.com.au — has been launched to provide consumers with product information. It will be available from April 1, 2008 from major retail outlets at RRP $129.95.

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