To drive key coffee customer demographic.
Nestlé has officially launched its Starbucks by Nescafé Dolce Gusto (NDG) range of coffee capsules at an exclusive event in Melbourne’s CBD with select media and retail partners.
In August 2018, Nestlé and Starbucks joined forces to create a global coffee alliance and in February of this year announced the launch of Starbucks by NDG capsules. Now, it has been confirmed that the capsules are coming to Australia in November.
It is the first Starbucks coffee product developed using the NDG proprietary coffee and system technology. There are six signature flavours available including Starbucks Caramel Macchiato, Cappuccino, Blonde Espresso, Epresso Roast, Americano House Blend and Veranda Americano. Each capsule is recyclable and made from 100% high-quality arabica coffee, ethically sourced from farmers in premier coffee growing regions.
Chris Garlick (Starbucks) with Bryan Win (NDG)
Starbucks Australia CEO, Chris Garlick welcomed guests to the launch event. “Starbucks has been in Australia for 19 years. It’s had an interesting history and over the last five years we have reinvigorated the brand and started our growth journey. We now have 50 stores in Australia which has enabled us to grow our relationship with more Australian customers. This presented an exciting opportunity for Starbucks to not only be experienced in stores, but in the home to enjoy.”
NDG marketing manager, Bryan Win thanked the Starbucks team and said the Nestlé team was looking forward to their partnership in 2019 and beyond.
“We are here to bring the Starbucks brand to life and showcase how we will reset the focus for the NDG system with Starbucks.
“The average Australian drinks 2.2 cups of coffee per day and cafés are setting the benchmark for both quality and innovation and continue to shape Australian’s coffee habits. Consumers want to replicate the café experience in their own home.
“Millennials are driving the coffee category. They are serious about coffee and they spend a lot of money on coffee each month, up to $92. They also love to drink pod/capsule coffee and are looking for aspirational, quality brands that they know and trust. This is where Starbucks comes in as they deliver on these needs.”
The Starbucks by NDG capsules, priced at RRP $8.50 per pack, will be available from Big W, Harvey Norman, JB Hi-Fi, The Good Guys, Amazon and Nestlé’s digital platform from November, with availability at supermarkets and other retailers from May 2020.
Additionally, a new range of Starbucks by NDG bundle packs with bonus value will be distributed by Breville for a limited time. This includes the Premium Starter Kit with Lumio automatic coffee machine, milk frother, plus two boxes of capsules for RRP $129, and the Bundle Pack with Mini Me automatic coffee machine, Starbucks tumbler, plus two boxes of capsules for RRP $99.