The company believes the system’s advanced technology, combined with its range of more than 25 varieties of tea, will appeal to Japanese consumers.
By rolling Special.T out to Japan, Nestlé aims to build on earlier successful launches of the system in seven European countries, including France, Belgium, Germany and Switzerland.
“Japan is an important tea market with a lot of potential,” said Pascal Lebailly, Nestlé’s head of Special.T. “Per capita consumption is up to five times higher than in any western European country, apart from the UK. Although Japan has a strong green tea drinking culture, other varieties such as black, blue, white, flavoured, or organic herbal are less well known. We are offering Japanese consumers the opportunity to discover a range of new high-quality teas, while providing them with everything they need to make the perfect cup.”
The launch comes as Nestlé Japan celebrates a century in the country. Major innovation Special.T is Nestlé’s third major innovation in capsule beverage systems, after Nespresso and Nescafé Dolce Gusto.
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