The Perfect Cup at The Touch of a Button


TassimoTM Hot Beverage System Brings Coffeehouse Beverages Home

Tarrytown, NY, September 27, 2005 Following rave reviews in three European countries, the Tassimo Hot Beverage System will make its U.S. retail debut this week and revolutionize the single serve hot beverage category by providing unparalleled taste and variety at the touch of a button. The technology of the new brewing system, developed and designed by Kraft Foods, positions Tassimo as the only machine that allows consumers to prepare an assortment of hot beverages, including coffee, tea, cappuccino, espresso, latte and hot chocolate conveniently at home. Providing quality and taste for discerning palates, as well as the convenience of having a variety of drinks at your fingertips in about 60 seconds, Tassimo's one-cup preparation ensures no mess, leftovers or delays associated with outdated brewing systems or crowded coffee shops.

Unlike other single serve brewers, Tassimo uses real liquid milk to create the dense foam or frothy milk for cappuccino and latte, eliminating the need for a complicated steam wand or frothing attachment.

"Consumers want access to a variety of hot beverages at different times of the day without having to use multiple machines," said Howard Friedman, Category Business Director for Tassimo. " Tassimo combines quality brands, convenience and unique technology to provide the ultimate in-home hot beverage experience at the touch of a button. We believe Tassimo will change the way people prepare and drink hot beverages at home."

The Tassimo system has two key components: the Tassimo brewing machine and proprietary Tassimo discs (T-DISCS). Through Tassimo's smart technology, the machine's microprocessor reads the barcode printed on the T-DISC label after it is inserted into the machine 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. An inverse flow of filtered water guarantees optimal flavor with virtually no cleanup or residue from previously made beverages. Most beverages are ready in under a minute.

Providing a menu of delicious and favorite brands such as Gevalia coffees, Twinings teas and Suchard hot chocolate, each T-DISC contains a precisely measured amount of coffee, tea, chocolate or real liquid milk and is sealed to protect the flavors inside.

"Tassimo will empower consumers," Friedman continued. "Now you can create the beverage of your choice when and how you want it right at home."

The machine is made by Saeco International Group S.P.A., the largest independent manufacturer of espresso makers in the world. It adheres to the high quality standards of Braun who will distribute and service Tassimo. Braun is a division of the Gillette company and a worldwide leader in innovative, high-quality small domestic appliances.

Tassimo will be available for a suggested retail price of $169.99 in various department stores such as Macy's, Bloomingdales, Filene's and Marshall Field's as well as specialty retail locations including Bed Bath & Beyond and Linens 'n Things. T-DISCS can be purchased where the machines are sold, with the suggested retail price ranging from approximately $6.49 - $9.99, depending upon the beverage type, package size and brand. The machine and the entire line of T-DISCS are also available for purchase online at and popular e-retail sites.