Things are about to get real: Food giant starts selling Starbucks at Home coffee line in Brazil

Launch is the result of the partnership signed last year when Nestlé invested $7.15 billion for the perpetual and global right to market Starbucks-branded products

Aiming at increasing interest in coffee worldwide and in Brazil in particular, Nestlé is launching a new line of coffee products, Starbucks at Home, consisting of 15 products, including six varieties of capsules for the Nespresso system, six for the Nescafé Dolce Gusto, and three options of roasted and ground coffee – Pike Place Roast, Caffè Verona and House Blend – an unprecedented market for Nestlé.

Unlike the company’s other coffees, the Starbucks-branded products are 100% made from Arabica coffee harvested in Latin America, Indonesia and Africa and made in the United States. The company expects to make production local starting next year. In Brazil, which is the world’s fourth largest market for Nestlé, roughly R$300 million will be invested, one fifth of the total R$1.5 billion scheduled for the year, for product development, manufacturing lines, and technical support to producers, as well as marketing, distribution and actions at the points of sale.

“We are going to lead a movement to offer consumers not only more options, but also information about the origin, preparation and roasting process,” said Rachel Muller, Coffee Director for Nestlé Brazil.

The Starbucks line brings information and content in its packaging that will help consumers identify the beverage – such as roast, aroma and intensity profile – helping them enhance their coffee consumption patterns. The company has launched a website exclusively for the launch: www.starbucksathome.com/br.

“The home is becoming more and more a welcoming place for work, gatherings with family and friends or relaxation, and our proposal is to bring the experience of having Starbucks coffee at home,” explained Muller. According to the company, roughly three million Brazilian households already consume higher-quality coffee.

Initially, the products will be exclusively marketed in stores of the Pão de Açúcar chain and, starting in the second half of May, the coffees will also be available in emporiums in São Paulo.

During the months of April, May and June, Nestlé will be promoting the Starbucks Houses, iconic spaces in São Paulo that will be transformed into places of visitation, promoting debates and topics and featuring the participation of celebrities. The planning and execution of the marketing actions will be carried out by the agency Samba.

The launch event held in São Paulo yesterday, on April 23, took place in the apartment of the famous architect, Davi Bastos, from Bahia, and featured the participation of Rede Globo celebrities.

 

Photos and Vídeo: Clodoir de Oliveira