Second Cup partner with Kraft’s Tassimo to enter into single serve coffee market

Second Cup announced on 3 May a new partnership with Canada's leading on demand coffee brand, Tassimo. Under the partnership, Tassimo will produce, market and sell Second Cup signature blend coffees and lattes across Canada using the Tassimo T Disc on-demand beverage system. The partnership marks Second Cup's official entry into the single serve coffee market. Second Cup coffee drinkers will have access to Second Cup's signature Paradiso and Paradiso Dark blends, as well as an Espresso Forte latte option, at the touch of a button in time for Fall 2012.  All varieties of Second Cup single serve coffee will be Rainforest Alliance Certified. Second Cup T Discs will be sold at Second Cup cafés; online at tassimo.ca and secondcup.com; at grocery stores, specialty and mass retailers across the country.  In addition, Tassimo by Bosch brewers will be sold at Second Cup cafes.  The Tassimo brand is owned by Kraft Foods.  Tassimo by Bosch brewers are manufactured and sold through a partnership with BSH Home Appliances. “We're delighted to partner with Tassimo on this exciting initiative and enter the growing single serve market,” said Stacey Mowbray, President and CEO of Second Cup, in a company statement. “The precision that the barcode technology offers ensures that each and every cup of Second Cup T Disc coffee delivers our high quality standards to our coffee enthusiasts so they can enjoy their Second Cup in the comfort of their own homes.” Tassimo's barcode technology customises the brewing instructions ensuring that every cup of coffee is brewed to exact specifications. The brewer reads the barcode and then delivers the precise water temperature, water quantity and brew time for each beverage “Tassimo is the ideal solution for loyal Second Cup coffee lovers. Its barcode technology will ensure a perfect cup of Second Cup coffee every time,” says Dino Bianco, President of Kraft Canada, in a statement.  “One of the things consumers love most about Tassimo is the breadth of beverage choices we offer.  We're very excited to expand our options to include such a well-respected, super-premium, Canadian coffee partner.” The on-demand coffee category is experiencing rapid growth around the world.  In Canada, the sale of on-demand brewers represented almost 35 per cent of all coffee makers sold in 2011. Last year, Tassimo was the number one selling on-demand single serve beverage brand in the country. To date, approximately 900,000 Tassimo brewers by Bosch have been sold in Canada.