By Claire Reilly
Nespresso has boosted its coffee machine line-up with two new machines in the Pixie and Lattissima+ ranges, manufactured by machine partner De’Longhi.
Both the Nespresso Pixie Stainless Steel (RRP $399) and the Lattissima+ Magic Black (RRP $599) will be launched in the lead up to Mother’s Day in retail stores — including Harvey Norman, The Good Guys, Myer and David Jones —as well as Nespresso boutiques, and will be supported by a cashback promotion.
The Pixie Stainless Steel updates the aesthetic of the existing range with a new stainless steel-panelled finish, while the Magic Black Lattissima+ will join the existing Silky White, Ice Silver and Passion Red models. The blue model Lattissima+ will be discontinued.
According to Nespresso Australia’s commercial manager John Ciaglia, the new machines will help retailers capitalise on the increased popularity of the portioned coffee machine category.
“We’ve seen growing consumer demand for innovative portioned coffee machines that deliver superior results and Nespresso will continue to invest in product innovation to ensure it offers its consumers the latest in machine technology and design,” he said.
In order to support the new machines and its existing product line-up, Nespresso is set to launch a cash-back promotion in the lead up to Mother’s Day. Consumers that purchase a machine from the U, Pixie, Citiz or Essenza ranges will be eligible to receive $60 cashback, while those that purchase a Maestria or Lattissima machine will be eligible for $80 cashback.
The promotion will run from 25 March to 19 May 2013 and will be supported by “extensive media activity including, TV, print, outdoor and digital activity as well as a range of POS material”.
The new Pixie Stainless Steel.
The Lattissimma+ in Magic Black.