MILAN – Jacobs Douwe Egberts UK (JDE) is launching L’OR Barista coffee machines, made in partnership with single serve coffee machine pioneers Philips, alongside a range of unique L’OR Barista XXL capsules to deliver barista-quality coffee for shoppers to enjoy at home. Set to drive new growth in the coffee category, L’OR Barista is the first UK system that is compatible with both regular single shot capsules, as well as the new and exclusive L’OR Barista XXL capsules.
Containing twice as much coffee, the new capsules provide a variety of drink sizes, from single and double Ristrettos, Espressos, and Lungos. L’OR Barista’s capsule compatibility ensures retailers can continue to offer consumers capsule choice and flexibility, with customer favourites such as L’OR Espresso single shot capsules, as well as other brands – a win for the category, retailers, and consumers.
Complete with dual capsule recognition technology, which automatically detects the capsule size and 19 bar brewing pressure, coffee connoisseurs can now enjoy single or double-shot espressos and infinite recipes with milk, without having to step foot in a coffee shop. This meets the growing demand from UK consumers to replicate barista-quality drinks in the comfort of their own home. Furthermore, the new double-spout design allows two coffees to be made at the same time using the new XXL capsules (available in 6 blends and strengths).
What’s more, the aluminium capsules are recyclable as part of Podback; a coffee pod recycling scheme that allows shoppers to enjoy the quality and taste of coffee pods while making it simple and easy to recycle them.
Roberto De Felice, UK marketing director, JDE says: “At L’OR we are all about helping shoppers re-create barista quality coffee experiences in the home. With more demand than ever for a flexible and versatile machine that is compatible with different style coffee capsules, the new L’OR Barista coffee machine and L’OR Barista XXL capsules brings an innovative new concept to the category.
Meeting the demand from both loyal coffee machine users, but also new customers looking for an upgrade on their at-home drinking experiences, shoppers can now enjoy a variety of barista quality blends and drink sizes at the touch of a button.”
To support the launch, the brand is investing £9 million in a heavyweight marketing campaign in 2022, which will be shown across television and social media. The wider campaign will run across social media and digital channels, point of sale visuals, and include press and PR activity.
Massimo De Zordo, UK & I marketing director, Philips says:“Philips are delighted to be bringing greater accessibility of barista quality coffee at home for UK consumers in partnership with L’OR. Philips is a pioneer in single serve coffee machines, inventing its first machines in 2001 and is proud to be launching L’OR BARISTA and continuing our tradition of innovation.”
The coffee machines come in two models, the compact L’OR BARISTA Sublime, available in 3 colours: Piano Noir, Satin Blanc, and Sunset Rubis, and the L’OR Barista Latte Edition – Piano Noir, with a semi-integrated milk frother.
The L’OR BARISTA Sublime is available to purchase now at lorespresso.com and Amazon alongside the new range ofXXL capsules – with further listings set for later in the year at Currys, AO and Argos. The Latte Edition – Piano Noir will launch in October and will be available at lorespresso.com, Currys, Argos and AO.com. The L’OR milk frother also launches in October and will be available at lorespresso.com.
