Because the western European tea market is worth 4 billion euros, while the coffee market is worth 12.8 billion euros, Nestle said. The French tea market is worth 500 million euros, and France is the biggest market for capsule-based hot drink machines.
Special.T by Nestlé is based on a proprietary system of single-serving capsules containing top-quality, premium portioned tea and specialized machines. Special.T offers a selection of 25 tea varieties – ranging from green, black, blue, red and white teas to flavoured teas and organic herb teas – which are carefully sourced from selected tea farms in China, Japan, Sri Lanka, India and South Africa. Nestle will begin selling 25 “Special.T” tea varieties over the Internet in France beginning in September, the world’s largest food company said in a press release distributed in Paris today. To make the new teas, consumers will need to buy a machine similar to a Nespresso coffee maker, also via Internet or through a call center. The tea machines will cost 89 euros ($110), and tea pods will cost 35 cents.The machines, made by German producer Wik, read each capsule and brew the tea at different temperatures and speeds, depending on the variety, Heynike said.
Special.T is targeting women more than men, and Nestle would be “happy” with having the machines in 1 percent to 2 percent of French homes eventually, said Petraea Heynike,Executive Vice President of Nestlé S.A. responsible for Strategic Business Units, Marketing, Sales and Nespresso, said: “Special.T is another clear demonstration of Nestlé’s strong innovation capacities. After Nespresso and Nescafé Dolce Gusto, Special.T byNestlé is another major innovation in beverage systems, by which they pioneer the market of portioned tea and thus strengthen their commitment as the world’s largest beverage company.
Special.T by Nestlé will be launched in France in September 2010 and will be exclusively commercialized via the internet, with orders shipped to homes or offices within 48 hours. In a second stage, Nestlé plans the roll-out of Special.T in other European markets. Special.T aluminum capsules guarantee the consistent freshness and intensity of the tea aroma and are infinitely recyclable within national recycling collection points systems. .Nestle plans to sell the tea elsewhere in Europe and later expand throughout the world, Heynike said. The brand isn’t starting boutiques like Nespresso, and the machines won’t be available in stores, she said.
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As the dedicated owner of a Special-T machine I recommend the product. the teas are fresh-tasting and the capsules are easily recycled through Nestlé.
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