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Nespresso

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Nespresso is the brand name of Nestlé Nespresso S.A., an operating unit of the Nestlé Group. Nespresso products are based on a proprietary system of single-serving "capsules" containing ground coffee, and specialized machines to brew espresso from the contents of the capsules. The company is based in Paudex, Switzerland.

History since 1976

The first patent application for the process of extracting coffee from capsules containing ground coffee was filed in 1976. Starting from 1986 the system was first introduced by Batelle Institute, retaken by Éric Favre[1] to the business Switzerland market, but without the expected success.

In 1988, thanks to Jean-Paul Gaillard[2], the process became a market success. Jean-Paul Gaillard is known as a business man, the inventor of «Le Club» community. In 1990, the firm signed a contract with Turmix, which started to sell Nespresso's machine in Switzerland. Thereafter, other contracts were signed with Krups, Magimix, Alessi, Philips.

Machines and capsules

A pair of Nespresso Magimix M100 machines

The Nespresso Company commercialises both the machines and the capsules; the capsules can only be bought in Nespresso stores, called "Nespresso boutiques", via mail-order or the company website, while the machines are under restrictive licence. Nespresso designs a wide range of machines. Although they are sold under the brand names of many well-known kitchen equipment producers, such as Krups, Magimix, Siemens, and DeLonghi, nearly all Nespresso machines are manufactured by the Swiss company Eugster/Frismag in Romanshorn, one of the world's largest coffee machine producers, the only exception being the Lattissima models which are manufactured by DeLonghi. Eugster/Frismag is largely unknown to the public because they are an OEM solely and do not sell machines under their own name.[3] In 2000, Nespresso began distributing machines bearing the "Nespresso" brand only.

The bottom of a used nespresso capsule, showing the ruptures in the foil from which the brewed coffee flows

Coffee blends

Although Nespresso machines are available in many retail stores, the Nespresso capsules are only available from Nespresso, via mail, phone, or Internet, or in Nespresso Boutiques. This means that the capsules have prices that are fixed at a relatively high cost (currently around 55 cents U.S. per use/capsule, much higher than loose coffee or some other brands). By buying the system, one is committed to only using the Nespresso capsules, apart from refills available on eBay, there is no way to use anything else in the machine.

Assorted Nespresso pods: each color indicates a variety of coffee.

"Grands Crus" blends offer 16 different types of coffee and also are ground to different grades of fineness, to bring out the intended aromatic notes and flavour.

Varieties of coffee contained in the Nespresso capsules come from different regions of the world. The mixture, called "Grands crus" in the brand communication [4], are made based on robusta and arabica. Some cafes in the range are 100% Arabica: Arpeggio, Livanto, Volluto, Cosi and Vivalto. Other lines are mixed with less than 5% of robusta.

Each capsule makes one cup of coffee. The capsules contain an average 5.5 grams of coffee; while the quantity is generally accepted as correct for the preparation of espresso, the machines used by professional and personal coffee makers, and other systems of pods, such as ESE (Easy Serving Espresso), use 7 grams. An espresso is ideally served at 40 ml (1.41 imp fl oz; 1.35 US fl oz), a half espresso at 25 ml (0.88 imp fl oz; 0.85 US fl oz) and a Lungo at 110 ml (3.87 imp fl oz; 3.72 US fl oz).

Technology

The base of a Nespresso machine capsule holder. As well as the raised squares which rupture the capsule, you can also make out the holes between the squares through which the espresso exits the holder.

Nespresso's hermetically sealed capsules are made of aluminium foil.[5] When the capsule is inserted into the machine, the top of the capsule is pierced (some machines make a single large hole, and others make a number of smaller ones). When the machine is activated, the machine pumps in hot water under high pressure. This causes the base of the capsule to bow out, as it is made of thinner foil than the rest of the capsule. The base of the capsule holder (on which the capsule sits) has a number of raised squares, which causes the foil to rupture at these points, and the brewed coffee then exits the capsule, and flows into the cup. (There is a pressure release valve inside the brewing chamber, which prevents an explosion occurring if the small holes in the base of the holder become blocked.) Depending on the particular machine being used, the spent capsule may then be ejected into a holding chamber within the machine. This ejection process is automated on certain higher-end machines.

Marketing

Nespresso's brand ambassador is George Clooney, and the brand's slogan is What else?

Criticism

While coffee is increasingly sold through fair trade markets, Nespresso does not propose buying coffee from this sector.

The concept of Nespresso does not allow the customer to purchase coffee from any source other than Nestlé.

Criticisms have been raised regarding the ecological implications of Nespresso. In terms of ecological impact, each cup of Nespresso coffee produces aluminum waste, the main material of the capsule. There is 1g of aluminum in one capsule (including the cover) compared to 13g for one light-weight drinks can. Recycling aluminum represents energy savings of up to 95% in comparison with the production of primary aluminum.[6] However, Nestlé has not implemented recycling programs outside of Switzerland, France, Germany, Portugal and Spain.[6] This leads to a large per-cup waste generation, and some user groups have criticized this.[7] Some consumers empty out used capsules and put the aluminum capsules in their recycling waste.[8] [9]As of 2009, Nespresso boutiques in Montreal, New York and London accept used capsules for a pilot recycling program.[6]

Business model

The concept (machine, capsule, service) is protected by 70 patents and allowed Nespresso to create an economic model closed to competition [10]. Not only is Nespresso coffee capsules for use with the same marks, patents ensuring exclusivity, but most customers are forced to buy from Nestlé through the website established by the mark or one of Nespresso Boutiques [11].

This closed system is distinct to other end-user coffee systems for which the coffee (and even components such as filter paper for filter coffee) is a competitive commodity. This allows Nespresso to set prices based on demand rather than supply competition. The cost per cup is about three times higher than of filtered coffee[12].

However, patents will begin to fall into the public domain as soon as 2012 [13] at this time competitors may offer compatible capsules.

A young Swiss start-up (Nexpod.ch) is already offering single use capsules, compatible with Nespresso coffee machines, which can be filled with the coffee (or tea) of choice.

In 2010, Sara Lee in France which makes coffee under the "Maison de Café" brand launched L'OR EspressO, a capsule system which fits the Nespresso system. Subsequently, Neslté is taking Sara Lee to court saying it breaks the coffee pod patent. [14]

Ecological Impact

The ecological footprint of a Nespresso coffee is more important than other steps in preparation (decoction, infusion, filtration, percolation) [15] because of their packaging in capsules. While some capsules are recycled, they are rarely, in practice. Nestle announces a current rate of 50% in Switzerland and Germany, but only 2% in France [12]. The rate of recycled aluminum in the capsules is not exactly known, but estimated to be less than 30% [16]. The company has launched a program called "écolaboration" to try to remedy the problem [17]. Used Nespresso aluminum capsules can be returned to any Nespresso sales point for recycling. As is often the case, consumer compliance is vital to any recycling effort.

Unlike the regular capsules, Nespresso Pro capsules cannot be recycled because they are made of a mixture of plastic and aluminum. Since the layers of material are sealed to each other, the Pro capsule can only be burned. This has led the World Wide Fund for Nature and other environmental agencies to state that "the most reasonable solution is still the purchase of bulk coffee."[16]

Nespresso Shops

Nespresso is building a worldwide network of Nespresso Boutiques located in central city locations and fashionable shopping areas. The most prestigious shop is the flagship store on 119 avenue des Champs Elysees in Paris [18]. There are 19 Nespresso Stores in Switzerland [19], 18 stores in France [20] and many more in other Countries.

See also

References

  1. ^ Éric Favre the process's inventor, now is the CEO of Monodor
  2. ^ Jean-Paul Gaillard sur www.nouvo.ch
  3. ^ "Eugster Frismag: Die Perle vom Bodensee". Bilanz (in German). 2005-01-26. Retrieved 2010-04-05.
  4. ^ The term "Grands crus" is not under restrictive used, its use is free, and as such no guarantee of 'no specific quality
  5. ^ La capsule de café Nespresso
  6. ^ a b c The 100%recyclable capsule: [1], Nespresso website, 13 May 2007. In English. Retrieved 2007-05-13.
  7. ^ Site Name
  8. ^ SingleServeCoffee.com Forums :: View topic - Recycling Nespresso caps
  9. ^ the_treehugger_blog: Recycling Nespresso coffee capsules
  10. ^ l’Expansion Article
  11. ^ Nespresso: The ASP Coffee.
  12. ^ a b Que Choisir , ((number)) 476, December 2009, page 57.
  13. ^ Http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php ([[Special:EditPage/ http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php |edit]] | [[Talk: http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php |talk]] | [[Special:PageHistory/ http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php |history]] | [[Special:ProtectPage/ http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php |protect]] | [[Special:DeletePage/ http://www.lefigaro.fr/societes/2009/04/11/04015-20090411ARTFIG00011-nespresso-a-toujours-du-grain-a-moudre-.php |delete]] | links | watch | logs | views)
  14. ^ ((Article | Firstname1 = Ivan | name1 = Letessier | title = Nestlé takes action over Nespresso capsules | = periodical World Radio Switzerland | link = periodic | day = 15 | month = 06 | Year = 2010 | http://worldradio.ch/wrs/news/wrsnews/nestl-takes-action-over-nespresso-capsules.shtml?19474 | = accessed 16 June 2010 }}
  15. ^ Georges Clooney tue les baleines
  16. ^ a b Template:PDF, Freedom, Nicole della Pietra, Wednesday, February 14, 2007 (the site of Jean-Luc Pasquier).
  17. ^ ecolaboration Program"
  18. ^ Nespresso Flagship Store - VisitChampsElysees.com
  19. ^ Nespresso Stores in Switzerland
  20. ^ Nespresso Stores in France

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