Kraft Foods will launch its single-serve coffeemaker, Tassimo, in the U.S. this fall.
The Tassimo Hot Beverage System first launched in France a year ago and has rolled into the U.K. and Switzerland (Feb. 24, 2004 Xtra). The system could ratchet up sales—and profit margins—on Kraft’s flagship coffee brand Maxwell House and its Gevalia, Twinings and Suchard brands.
“We anticipate that Tassimo will be a key growth driver for our already strong, $4.2 billion global coffee business,” said Kraft CEO Roger Deromedi in a statement.
Gillette Co.’s Braun division markets the machine (which sells for $189); Kraft sells the T-DISC single-serve packets of ground coffee. Tassimo also brews single servings of tea and hot chocolate.
The U.S. launch begins with Gevalia coffee, Twinings tea and Suchard hot chocolate with Maxwell House T-DISCS to follow.
Tassimo machines will sell in high-end housewares stores, and online at Gevalia.com and Tassimo.com. T-DISCS will sell in the same outlets for $5 to $11 per package.
The U.S. launch pits Northfield, IL-based Kraft directly against Procter & Gamble, whose Home Café single-serve machine hit U.S. stores last May with Folgers and Millstone “pods” of coffee. Black & Decker and Mr. Coffee make Home Café machines.
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