By Patrick Avenell

De’Longhi and Nestle have teamed up to launch a new closed capsule coffee machine system: Nescafe Dolce Gusto. De’Longhi is also the manufacturing partner for Nespresso, which is owned globally by Nestle.

This news was first reported exclusively in Appliance Retailer magazine.

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The new Dolce Gusto range is aimed at consumers still drinking instant coffee and unlikely to invest in a fully automatic, manual or Nespresso machine, according to product manager Filiz Bensan.

According to statistics provided by De’Longhi, only 10 per cent of Australian coffee drinkers currently own a dedicate machine, meaning there is enormous untapped potential for a correctly positioned product.

Dubbed “coffee gossips”, these consumers are not snobbish about coffee and prefer to enjoy coffee as a social outlet with friends rather than as a pursuit in and of itself. Bensan estimated this market has a potential worth of around $300 million.

Nestle Australia GM, beverages, Kais Marzouki said the Swiss food giant expected similar success in Australia to that achieved in European markets.

“De’Longhi is recognised as unique and innovative brand within the kitchen appliances category.  They have a solid global track record in developing, manufacturing and distributing coffee machines,” Marzouki said. “We are very much looking forward to working closely with De’Longhi to offer this exciting new range to Australian consumers. 

“Furthermore, we are confident that together we can replicate the global success we have enjoyed since launching the product overseas.”

Paolo Albertoni, the CEO of De’Longhi Australia, said that a partnership between De’Longhi and Nestle is a powerful coffee confluence.

“We are very much excited by the opportunity to partner with Nestlé, a leading international brand in coffee,” he said. “Our partnership brings together our combined expertise in coffee to the Australian consumer. We have strong synergies that we can leverage off to ensure that Nescafe Dolce Gusto will be an amazing success in our market.

“It also affirms our position as the category leader in coffee machines, where we are able to offer consumers a variety of machines that cater to their personal use and taste.”

De’Longhi will launch with three Dolce Gusto models: Genio (EDG456S/B, RRP $229), Melody (EDG625B, RRP $299) and Cirolo (EDG605R, RRP $349).Drinks choices include lungo, cappuccino, espresso, latte macchiato, iced tea and hot chocolate.

Unlike the Nespresso system, retailers will also have the chance to sell the Dolce Gusto pods, which include both black and white coffee flavours and chocolate drinks.

Since launching in overseas markets in 2007, the Dolce Gusto system has expanded to 56 countries and sold 8 million machines, Bensan said. The local launch will be supported with TV and digital advertising, demonstrations, point-of-sale materials and social media.

The new De'Longhi & Nestle Dolce Gusto system