Nestlé launches Special.T in Japan
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Nestlé S.A. /
Nestlé launches Special.T in Japan
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Nestlé is introducing its premium-portioned capsule tea system Special.T to
consumers outside Europe for the first time with the launch of the brand in
Japan.
The company believes the system's advanced technology, combined with its range
of more than 25 varieties of tea, will appeal to Japanese consumers.
By rolling Special.T out to Japan, Nestlé aims to build on earlier successful
launches of the system in seven European countries, including France, Belgium,
Germany and Switzerland.
"Japan is an important tea market with a lot of potential," said Pascal
Lebailly, Nestlé's Head of Special.T. "Per capita consumption is up to five
times higher than in any western European country, apart from the United
Kingdom.
"Although Japan has a strong green tea drinking culture, other varieties such as
black, blue, white, flavoured, or organic herbal are less well known," he
continued.
"We are offering Japanese consumers the opportunity to discover a range of new
high-quality teas, while providing them with everything they need to make the
perfect cup."
The launch comes as Nestlé Japan celebrates a century in the country.
Major innovation
Special.T is Nestlé's third major innovation in capsule beverage systems, after
Nespresso and Nescafé Dolce Gusto.
The system offers a selection of fine teas sourced from the top 1% of the
world's tea farms. The range in Japan will include an additional green tea blend
tailored to local consumers' preferences.
To use Special.T, consumers first select a capsule containing tea leaves and
insert it into the machine. The system identifies the tea variety and adjusts
the water temperature and brewing time accordingly.
Special.T has an exclusive online sales model in Europe that draws on Nestlé's
experience in other e-commerce ventures, such as Nespresso.
In Japan, the system will also be available to buy from a variety of retail
outlets across the country from September, with online orders being taken from
August onwards.
Related information:
Special.T
https://www.special-t.com/Pages/CountrySelection.aspx?redirect=no
Nestlé Japan
http://www.nestle.co.jp/
Read more stories about Nestlé's system innovations and Nestlé in Japan:
Nestlé celebrates a century in Japan
http://www.nestle.com/media/newsandfeatures/japan-100-years
Nestlé centralises expertise in system technology
http://www.nestle.com/Media/NewsAndFeatures/STC-Orbe
Nespresso accelerates US expansion with new boutique in San Francisco
http://www.nestle.com/Media/NewsAndFeatures/Nespresso-San-Francisco
Nestlé launches coffee machine for small businesses in Europe
http://www.nestle.com/media/newsandfeatures/nescafe_alegria_europe
Media enquiries
Tel: +41 21 924 2200
Email: mediarelations(at)nestle.com
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Source: Nestlé S.A. via Thomson Reuters ONE
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Datum: 31.07.2013 - 10:02 Uhr
Sprache: Deutsch
News-ID 283274
Anzahl Zeichen: 3899
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