26 Feb 2015 Red Espresso taking its new capsules to Europe
The company has been selling its coffee-style beverage – made from specially ground rooibos tea – for 10 years. In November it launched a new capsule version in South Africa with great success and now its first shipment of capsules has arrived in Europe.
The company – which prides itself on its South African identity – says its greatest challenge is finding the right partners to help nurture the brand.
Starbucks and Nespresso
Red Espresso was born when, in an effort to kick a six-espressos-before-lunch habit, co-founder Carl Pretorius took the South African staple rooibos and experimented grinding the tea into an espresso shot. Today the tea is sold in 20 countries.
Pete Ethelston, co-founder and managing director, told BeverageDaily.com the idea of capsules had been preying on their minds for some time before its launch in South Africa in November.
“We’d been watching Nespresso – people don’t appreciate that it’s only in the last decade that Nespresso and the whole single serve trend kicked off – Nespresso started in the 80s,” he said.
“Nespresso so successfully looked at the whole home experience and mimicked Starbucks: what they created in a café, they created at home with the push of a button. No fuss, no cleaning up.”
As the patent on Nespresso technology expired, the opportunity for Red Espresso capsules opened up. But Ethelston – who has previously worked with Unilever South Africa and Coca-Cola Philippines – said it took two years to develop the capsule with the right combination of taste, health extraction, intensity, and crema.
“We could have launched a year ago at 80%,” he said. “We’re probably a little slow but we’re thorough: we do something and we do it well.”
The capsules were launched in South Africa in November 2014 after two years of development. In December they tested the UK market with a batch online, and now the first shipment has just arrived in Europe.
“The focus now is capsules,” said Ethelston. “The timing is right, the teas and blends and health attributes.
“Europe is the logical market for us to focus on. It’s got a very big footprint of Nespresso and Nespresso compatible machines. It’s got the coffee, and coffee lifestyle appreciation, and the health trend.”…..
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