Breville today used the Melbourne International Coffee Exhibition (MICE) to showcase its launch range of Breville Nespresso machines. Beginning early next month, Breville will begin rolling out its first range since being announced as a Nespresso machine partner in January 2013.
Nespresso’s range is differentiated from established machine partner De’Longhi by colour and style; the technology in each machine is the same.
Breville’s high end machines are the Gran Maestria, with a full die cast body, in ‘titan’; and the Maestria in ‘rosso’.
The Nespresso U in Pure White is expected to be a big seller for Breville at launch.
Sources at MICE today said the closed capsule, or portioned, part of the coffee machine market had been exploding in popularity, taking share primarily from the fully automatic sub-category. Although it has been challenged recently by Electrolux’s partnership with Lavazza and home brand machines from mass merchants, most noticeably Aldi, Nespresso continues to hold a formidable market share.