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Kraft Foods Debuts Beverage System in the U.S.
Mar 18, 2005
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Kraft Foods Inc., a maker of foods and beverages, announced plans to launch its Tassimo Hot Beverage System this fall in the U.S.

The brewing system, which will make its U.S. debut at the International Home and Housewares Show in Chicago, IL, U.S. on March 20-22. The beverage system provides a menu of beverages that can be made at home in less than 1 min. Kraft has already launched the new brand in France, followed by more recent introductions in the UK and Switzerland.

"Tassimo is a great example of how Kraft continues to transform its product portfolio through innovation," said Roger Deromedi, Kraft's CEO. "We anticipate that Tassimo will be a key growth driver for our already strong, U.S. $4.2 billion global coffee business."

The brewing system uses "smart" technology to enable consumers to make a variety of beverages -- from coffee, tea and hot chocolate to cappuccino, espresso and latte -- one cup at a time, at the touch of a button. In addition, Kraft says Tassimo is the only "on-demand" beverage system that uses real liquid milk in drinks such as cappuccino and latte without the use of a steam wand.

The Tassimo system has two components: the Tassimo brewing machine and proprietary Tassimo discs (T-DISCS). Each T-DISC contains a precisely measured amount of coffee, tea, chocolate, or concentrated milk. The T-DISC is then sealed to protect the flavors inside until used. When the disc is inserted into the machine, "smart" technology reads the bar code printed on the label and automatically calculates the correct water quantity, brewing time, and temperature to prepare the perfect beverage. All of the brewing happens inside the T-DISC, using a unique inverse flow, and most beverages are ready in under a minute. After brewing, the T-DISC is air-purged so it is cool to remove immediately without any drips.

The Tassimo brewing machine is made by Saeco International Group S.p.A., a manufacturer of espresso makers, and will be distributed and serviced by Braun, a division of The Gillette Company. The T-DISCS are being manufactured and distributed by Kraft.

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