EUROPE – Nestle’s premium-portioned capsule tea system Special.T has partnered with Paris-based tea brand, Kusmi Tea to launch a new range of jointly created tea capsules in Europe and other markets.
The partnership combines Special T system’s advanced technology with Kusmi’s strength in distribution and tea merchandising.
Available in Europe via special-t.com and kusmitea.com beginning March, the newly created tea capsules will also be found in Kusmi tea boutiques in France, Belgium, Austria and Luxembourg, as well as in Nestlé shops in Switzerland.
Customers can also buy the Special T machines from these stores, providing them with an innovative solution to make highest quality portioned tea beverages at home.
“We are pleased to launch the first tea capsules that combine KUSMI TEA’s ‘savoir faire’ with the tea expertise and patented technology of SPECIAL.T.
We are confident that great innovation will ensure our growing success,” said Catherine Bailly, Business Head of SPECIAL.T.
The two will collaborate on bringing consumers four of Kusmi Tea’s most iconic blends including Anastasia, the historical Earl Grey that blends black tea leaves with bergamot, lemon and subtle orange blossom notes; and White Anastasia, the daring and delicate Anastasia blend with a white tea base.
The other two varieties are Imperial Label, a delicate green tea flavoured with orange and cinnamon and Be Cool, an infusion of plants, liquorice and peppermint.
“Whether it is in loose tea format, tea bags or now in capsules, everyone will be able to enjoy KUSMI TEA in their favorite format.
We are delighted about this partnership that will bring the best brewing system to the best tea,” said Sylvain Orebi, CEO of Kusmi Tea.
Founded in 1867, Kusmi Tea draws expertise to blend exceptional teas through its extensive network of premium stores and currently operates 80 stores, including 60 in France itself, while the tea is distributed in 35 countries.
Launched in 2010 by Nestle, Special T offers a selection of 25 tea varieties – ranging from green, black, blue, red and white teas to flavoured teas and organic herb teas.
Nestle has since launched the brand in Japan with an aim to build on earlier successful launches of the system in seven European countries, including France, Belgium, Germany and Switzerland.
Special.T is Nestlé’s third major innovation in capsule beverage systems, after Nespresso and Nescafé Dolce Gusto.