Nespresso

In 1976, Eric Favre, an employee of Nestlé, invented, patented and introduced the Nespresso system to the market in Switzerland, initially without significant success. Nespresso first tested its new concept in Japan in 1986, and rolled it out to consumers in Switzerland, France, Italy and Japan the same year.[4] A decade later, in part due to the efforts of Jean-Paul Gaillard who introduced the «Le Club» community,[6] the product became more successful. In 1990, Nestlé signed a contract with Turmix, which started to sell Nespresso machines in Switzerland. Thereafter, other contracts were signed with Krups, Magimix, Alessi, Philips, Siemens and De'Longhi. Starting out as an e-commerce business, Nespresso only opened their first boutique in Paris in 2000 as a concept store.[7] Today, Nespresso has a global network of more than 700 boutiques in 68 countries.[8]

The first patent application for Nespresso's process of brewing espresso from capsules containing ground coffee was filed in 1996.

To appeal to the demand by North Americans for larger servings of coffee than the original Nespresso machine produces, in February 2014 Nespresso launched a new Vertuoline system of machines and capsules in the United States and Canada[12]. The system produces Espresso (40ml/1.35oz), Double Espresso (80ml/2.7oz), Gran Lungo (150ml/5oz), Mug/Coffee (230ml/8oz) and Alto/Alto XL (414ml/14oz) cup sizes that characterises espresso coffees and the original line of Nespresso coffees. Nespresso simultaneously uses over 25 blends in specially-designed VertuoLine capsules. The VertuoLine capsules cannot be used in the original line of Nespresso machines (now branded "OriginalLine" in North America). Nespresso continues to sell both OriginalLine and VertuoLine machines and capsules in the United States and Canada, targeting different market segments with the two systems.[13][14][15]

The VertuoLine system uses two technologies not found in the OriginalLine. First, the system uses "centrifusion" (a term created by Nespresso, being a portmanteau of centrifugal force and infusion), whereby it spins the capsule around in the machine at up to 7,000 rpm to blend the ground coffee and hot water. Second, each capsule has a barcode embedded on the rim, and the barcode laser scanning system reads 5 different parameters: rotational speed, temperature, infusion time, volume and flow of water.[16] Some critics claim that the VertuoLine technology, particularly the use of bar codes, is an attempt by Nestlé to create a new proprietary Nespresso system which excludes compatible capsules from other companies.[17]

The VertuoLine system was intended to expand Nespresso's product line to offer coffee closer to the American style of filtered coffee, and thus expand Nespresso's market share in North America.[18] In the United States, Nespresso had only a 3% share of the single-serve coffee market in the year before the introduction of VertuoLine (compared with 72% for Green Mountain's Keurig system), while in Canada Nespresso had 4 to 5% of the single-serve market in 2013 (compared to approximately 53% for Keurig and 40% for Tassimo).[13][14] In comparison, Nestlé had 70% of the single-serve market in Europe in 2013.[19]

At the time of the introduction of the VertuoLine system in 2014, there were no plans to launch the system in markets outside Canada and the United States.[18] However, sales of the VertuoLine system were expanded beyond North America in 2016, first with the launch of the system in France in 2016 under the name Vertuo (with the original line branded "Original"), and with later roll outs in other countries such as the United Kingdom, Germany, Switzerland and Australia. As of 2018, Nespresso aimed to introduce the Vertuoline system in eight additional European markets by the end of the year.[20] In September 2019, the VertuoLine system launched in the Middle East in Kuwait, UAE, and KSA under the name "Vertuo".[21]

A Nespresso store in Lugano, Switzerland

In 2010, the concept (machine, capsule, service) was still subject to 1,700 patents[22] which protected Nespresso's ownership of the concept until they expire.[23][24] This contrasts with some other prepackaged coffee preparation systems. This led to comparisons of Nespresso with printer manufacturers that hinder the sale of generic ink cartridges, to achieve a vendor lock-in effect.[22] Nespresso's patents began to expire in 2012,[25] gradually allowing competitors to offer capsules and machines compatible with the Nespresso system. By 2010, Nestlé was working on ways to prevent competitors from doing this.[22] The service part of Nespresso's business model - the Nespresso Club and Nespresso stores and cafes - was aimed to be a long-term defence for the brand, its elevated image and premium pricing. Beyond attentive customer service and being the only places where most customers can replenish their 'pods', the brand has been able to associate images of exclusivity and suave connoisseur-ship with the brand.[26] Actor George Clooney appeared in ads for Nespresso, with company representatives insisting that he had been elected by Club members to become the brand's ambassador (vs the brand 'buying his sponsorship'), in a form of celebrity advertising that emphasises the status of the brand over that of the endorsing star.[27]

Unless the capsule is recycled, each capsule produces 1g of aluminum waste. Recycling aluminum uses as little as 5% of the energy needed to produce aluminum from ore.[32] Initially, Nestlé did not implement any recycling programs outside a few areas of Switzerland.[32] This led to a large amount of waste generation, which was criticised by user groups. As of 2017, Nespresso has set up capsule-collection systems in 36 countries.[33] France and Switzerland are some of Nespresso's biggest buyers so the recycling facilities are more accessible in these countries.

Only 24.6% of Nespresso capsules are recycled globally,[34] but the company states that it has the capacity to recycle 100% of its capsules through its recycling program.[35] The proportion of recycled aluminum in the capsules is not known, but is estimated to be greater than 80% of capsules produced (per annum) as of 2015.[36] The company has launched a program called "écolaboration" to try to remedy the problem. The program set out with goals around recycling and sustainability. The program targets were met in 2014, and a new sustainability program was launched: "The Positive Cup". This strategy includes goals on sustainable coffee sourcing under the Nespresso AAA Sustainable Quality Program™. The AAA Program, which was developed with the Rainforest Alliance and launched in 2003, is focused on helping farmers who grow and supply Nespresso's coffee.[37] Nespresso claims to do this by teaching farmers best business and growing practices. Farmers are not obliged to sell to Nespresso, although many choose to as Nespresso offer a fair price for the coffee and help in all aspects of the farmers' business.[38] Nespresso offers up to a 40% premium on the price of beans, and some 75,000 farmers from 12 countries are participating in the AAA Program .[39]

In 2019 Nespresso partnered with Swedish company Vélosophy to create a commercially available bicycle out of recycled Nespresso pods. [40] Other projects also include collaborating with Caran Dache to create a ball point pen out of recycled coffee pods. [41]

Nespresso Pro, OriginalLine and VertuoLine capsules can be recycled at one of Nespresso's recycling facilities.[42]

George Clooney is considered the "face of Nespresso"[43] and has been starring in Nespresso's ad campaigns since 2006, first in European and international campaigns and since 2015 in US market ones as well.[44] In these campaigns Clooney has paired with actors such as John Malkovich,[45] Danny DeVito[44] and Matt Damon, who reportedly received $3 million for his participation.[46]

• Single-serve coffee container
• Coffee wars
• Dolce Gusto
• Handpresso
• Senseo
• Tassimo
• Caffitaly

Wikimedia Commons has media related to Nespresso.

• Nespresso webs, by countries/languages.