MILAN — Starbucks and Nestlé today announced a new premium coffee experience for consumers in China with the introduction of Starbucks At Home and “We Proudly Serve Starbucks Coffee” integrated business solutions in Foodservice channels.
This is the first launch in China since the two companies formally joined forces in August 2018 to create the global coffee alliance. Nestle last year paid US$7.15 billion for exclusive rights to sell the U.S. chain’s coffees and teas globally, and began selling Starbucks-labelled products in Europe, Asia and Latin America in February.
The nationwide rollout consists of a new range of 21 products, including whole bean and roast and ground packaged coffees, as well as the first-ever Starbucks capsules jointly developed since the two companies formed the Global Coffee Alliance in 2018.
“For 20 years, we’ve pioneered the Starbucks Experience for customers in China, and today through our alliance with Nestlé, we’re unlocking new premium coffee experiences to better suit our customers’ daily lives outside of our Starbucks retail stores,” said Belinda Wong, chairman and ceo, Starbucks China. “This is only the beginning — the addressable market for coffee in China is rapidly growing and we’ll continue to expand our reach and innovate to deliver signature Starbucks coffees on Nestlé’s proprietary systems and platforms to expand our customer reach for new occasions.”
Building on Nestlé’s single serve capsule systems, including Nespresso and Nescafé Dolce Gusto, Starbucks At Home introduces Starbucks espresso capsules in signature flavors such as Caramel Macchiato and Cappuccino, allowing Chinese consumers to enjoy their favorite Starbucks coffee at home. Each capsule combines the high-quality, 100% arabica Starbucks® coffee that customers know and love with the premium at-home coffee experience of Nespresso.
