MILAN, Italy — There is now a new way to enjoy the experience of an illy coffee, with the launch of the new line of capsules compatible with Nespresso coffee machines. “These capsules reflect our desire to increase the accessibility of the unmistakable quality and taste of the illy blend – says the company in a press release – illycaffè wants to make the experience of coffee according to illy available to as many people as possible, and keeps in step with modern consumption trends.”
The new capsules offer the illy blend in three intensities of taste, thanks to three different roasting profiles: Classico with a smooth and mild taste, available in espresso and espresso lungo; the full-bodied taste of Intenso espresso; and Forte espresso, with its rich and strong character.
The new capsules will be available to the public from April 2019 in 9 countries (Italy, France, Belgium, Spain, Portugal, The Netherlands, Germany, Austria and the United States), and can be purchased in the large-Scale retail channel, from the illy e-shop, and in single-brand stores (illy Caffè and illy Shop). After the initial launch, they will also be marketed in domestic appliance stores and in non-direct e-commerce channels. They will be available for retail in packs of 10 capsules with a recommended retail price of € 4.30, and it will be possible to arrange regular deliveries also through the personalized illylovers subscription program at the illy.com e-shop.
The new illy-branded aluminium capsules are the fruit of the trademark licensing agreement between illycaffè and JAB. Through its JDE platform, JAB will be responsible for production and distribution in retail channels outside Italy (large-scale retail, supermarkets and food retail stores), while illycaffè will handle the distribution in all other sales channels, as well as all sales channels in Italy, enhancing its omni-channel presence and reinforcing synergies.
“The license agreement with JAB is an important strategic choice for our company – states Massimiliano Pogliani, illycaffè CEO – and seeks to make the unique illy blend accessible to an ever-larger numbers of consumers around the world, increasing the consumption opportunities with a system that has now become a market standard. With this new line of aluminium capsules, we are committed to guaranteeing consumers the same quality and the unmistakable illy experience that are recognized and enjoyed by coffee lovers all around the globe”.
The launch of the new capsules will be supported by a new international advertising campaign developed across a range of media, including TV, digital, print and billboards. This will once again feature our Brand Ambassador, Andrea Bocelli, underlining the affinity between the celebrated tenor and the brand: the desire to perfect everything we do through our daily commitment to offer the world the best of ourselves.