European coffee giant Tchibo launches in the US

Tchibo US

Tchibo coffee will make its debut in the United States this fall.

The European coffee giant expects its more than 70 years of experience roasting coffee to help the brand stand out in the market.

“There is little differentiation and innovation in the coffee category in the US, leaning in to our brand heritage and decades of coffee proficiency, Tchibo is bringing a cleaner, more sustainable, and fresher coffee experience to the US,” says Thomas Linemayr, Chief Executive Officer of Tchibo. Previously, Linemayr served as CEO of Lindt & Sprüngli for its US business from 1999 to 2016.

“As the pandemic continues to impact coffee behavior and consumption, consumers are looking for a brand to trust – one providing a reliable, authentic experience from the comfort of home. With a strategic commitment to building and delivering a strong foundation of differentiated product, services and solutions, the time is right to bring the Tchibo experience to the US and get the first batches brewed in these new markets.”

Distributed by Rainmaker Food Solution, Tchibo will be available at a broad selection of retailers in eight target Midwest markets: Illinois, Indiana, Iowa, Ohio, Michigan, Minnesota, Missouri, and Wisconsin.

“Our goal is to put ‘better for you’ products into the market and the commitment of Tchibo to freshness, sustainability, and innovative technology is superb,” says Chris Mattina, Founder and President, Rainmaker Food Solutions.

“With the rise in at-home coffee consumption and continued changing consumer behavior as a result of the pandemic, there has never been a more important time to provide better choices to consumers. We’re thrilled to partner with a legacy brand, and introduce the US to such a clean, vibrant and delicious coffee experience.”

Tchibo says its difference in the market is grounded in the concept of “Röst Frisch”. It says every step in its process is dedicated to creating fresh coffee.

Its packaging is engineered with the patented Aroma Protect Technology to preserve the smell and taste of the coffees until they are poured into a cup.

Available in ground or whole beans and in an assortment of sizes and formats, Tchibo will launch with a selection of its “finest and freshest” coffees, ranging in price from US$9.99 to US$17.49.

Products include Tchibo’s Morning Blend, Colombia Origin, Classic Blend, and Röstmeister.

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