Trademark owner Pestle search grow in coffee capsules

Owner of the leading brand in the market of coffee roasted and grinded in Brazil, the multinational Jacobs Douwe Egberts, or simply, JDE, makes no secret of his ambitions for the segment of coffee capsules in the country. The Dutch d. and Master Blenders 1753, whose merger with American Mondelez breakfast area giving rise to JDE has just been completed, had already brought the brand L'or to Brazil in 2013. Now, the JDE, which overall invoice over € 5 billion a year, launched the capsules with the Pestle, the brand that already is a leader in the segment of ground roasted, with a slice of 12.5% in value
"As leading brand, we have to participate in this market," says Ricardo Souza, Director of marketing for JDE, interview with Value. The capsules with the Pestle, which arrived in August, retailers are compatible with Nespresso machine, Switzerland's Nestle, as well as those of L'or
According to Souza, the capsules with the Pestle are manufactured in the unity of the JDE in Andrézieux, in France, where are also produced the L'or capsules since 2011. L'or technology is used for the other brands of capsules of JDE world, according to the Executive. The company does not report how much invested in new product launched in Brazil
The Pestle capsules, there are cafes from different backgrounds, but Shankar does not tell which one predominates in blends. "Are all world coffee. Varieties of Colombia, Brazil, Kenya, Viet Nam, Sumatra ", exemplifies
At first, there are three options in the portfolio of the brand Pestle: two only with Arabica coffee and another with a blend of Arabica and robusta. But other varieties should be thrown. All the coffees have the seal of UTZ Certified, which guarantees that have been produced in a sustainable way
The good performance of the mark L'or in the Brazilian market has stimulated the JDE launching capsules with the Pestle. In addition, the company also made a survey, in 2014, with consumers of L'or and Nespresso which indicated that the option would be welcome
"The idea is to occupy the daily consumption of Nespresso consumer machines," says Sharma. According to him, the target is the Nespresso consumer who already has the machine and you can find the capsules of the brand in the main Pylon of the country. "It's the democracy of the coffee. The idea is to give accessibility to all kinds of coffee, "he says. The Nespresso capsules can be bought in Nespresso boutiques (11 permanent and three temporary in the country) and by sales channels such as application and site
The price of the capsule of the Mortar can also be another attraction. The suggested value for sale packing with 10 capsules at retail is $ 15.50 while the pick of Nespresso's suggested retail price of $ 18.00, second Shaikh
Although the Brazilian economy alive a delicate moment, the bet of the JDE in capsules is very well supported. New market and, therefore, potential for advancement, the coffee capsules segment grew between 40% and 50% in value and in volume annually, according to data from the Brazilian coffee industry Association (Abic). The JDE is not alone in his bet. Two big players in the coffee sector in Brazil are giving ambitious steps: Nestlé and 3Corações invest in building factories of capsules, both in Montes Claros (MG). Nestlé 's goal is to meet the demand for line Dolce Gusto and 3Corações, producing the line three. In both cases, today, the products are also wrapped out of Brazil
The construction of a plant of capsules in Brazil is also on the radar of the JDE, admits Souza, when questioned about the topic. "It's a possibility, but it depends on the evolution [Pestle capsules sales]," ponders
According to him, despite the crisis in Brazil, following stable sales in ground roasted coffee market, where the JDE works with Pestle, coffee, Apricot and Caboclo. "The crisis did not hit. Is a stable market where the penetration is high, "says
And there is also no fears in relation to capsules. On the contrary. The Director of marketing for JDE see the launch as an opportunity. "The consumer can buy Nespresso capsules with lowest price"
In addition to the capsules and the roasted and grinded, the JDE also operates in Brazil with another type of pod, pods, Senseo brand. In the country, the company has facilities in Jundiaí and in Salvador. There are 19 factories in the world, in countries like France, Holland, Germany, England and Australia, in addition to Brazil.