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Dolce Gusto: nice performance in 2013

With a 36% increase in sales volume and 22% increase in value, Dolce Gusto has performed well given the highly competitive nature of the capsule coffee machine market in 2013. This performance is just as marked in emerging countries (Russia, Brazil, Argentina) as in the mature Western European countries.

Furthermore, Nestlé has invested heavily in communication and POS demonstrations in order to increase awareness of the advantages of the Dolce Gusto system.

 The figure of 10 million units sold since its launch in 2006 was reached in April 2013.


Spain – Partnership with the BBVA bank

In Spain, the year was marked by the unique new partnership between the national bank, BBVA, and Nescafé Dolce Gusto Krups.

By setting up this powerful partnership, the bank aimed to attract new customers as well as gain the loyalty of its current customers. With this in mind, the Group sold a large volume of Nescafé Dolce Gusto coffee machines to BBVA, which passed them on to their customers when they opened accounts or signed new contracts.


Dolce Gusto partnership extended to Turkey

Groupe SEB and Nestle have launched, in early 2014, Nescafe Dolce Gusto (NDG) in Turkey. The partnership already settled in many countries relies on the two companies’ expertise. Groupe SEB provides the coffee machines and Nestle coffee the capsules.

For the launch, Nestle organized an event with key opinion leaders and the press. In the meantime, the machines and coffee capsules sales have begun in selected Tefal Shop in Istanbul. Demo days have been organized where consumers can taste Nescafe Dolce Gusto coffees and try on the machines. Consumers have shown great interest.


Coffee can be fashion

The famous Brazilian stylist Adriana Barra has designed the new “Arno e Rochedo por Adriana Barra” product line. This is a brightly colored range, decorated with flower motifs, and has the same energy as the creative clothing designed by the stylist. With this unique product line, Adriana Barra brings her own vitality and freshness to the new designs for the various products – the Ultragliss steam iron, the Dolce Gusto coffee machine, the Clic’Lav blender, the Elipse Stand food mixer and a range of Rochedo saucepans.

The launch of this new limited edition collection under the name of Hacienda Matis was attended by journalists and the stylist herself and was held at the “Viver Casa & Gourmet” shop in São Paulo dedicated to Groupe SEB products.

Another brightly colored initiative in Spain where The Piccolo model is dressed in an elegant, colorful and warm design for its limited edition. Designed by the Spanish stylist, Custo Barcelona, this special edition associates the fashionable product with the signature “Coffee can be fashion”.