With the launch of the first capsule-free system, Migros is attracting sustained attention worldwide. Following the product launch in September, sales in Switzerland and France got off to a successful start. In just two months, CoffeeB was tasted over 200,000 times throughout Switzerland. Especially popular and most sold in this country is the variant Lungo. In France, espresso is the top seller.
“Even though it takes time for a new system to become established, our expectations have been met so far. Migros’ ambition is for CoffeeB to achieve a high share of the capsule market in the medium term and to become the global standard in the long term,” says Frank Wilde, Head of CoffeeB. Now, with the market entry in Germany, the next step in the global roll-out follows. Other key markets are already under negotiation.
In spring at EDEKA in Germany
In Germany, CoffeeB will be available from April 2023. With the EDEKA group, Migros has succeeded in getting Germany’s largest retailer, with over 11,000 stores and 405,000 employees, on board as a strong partner in food retailing for the launch in the neighboring country. “Germany offers another huge sales market and thus quite a bit of sales potential – so for us, it’s the next logical step to spread the innovation,” says Frank Wilde. “We are very pleased with EDEKA’s commitment. We take it as another indicator of how important the CoffeeB mission is to sustainably reduce coffee capsule waste.”
By eliminating the need for aluminum or plastic capsules, enormous amounts of waste can be avoided. Globally, coffee capsules create about 100,000 tonnes of waste a year. Even though some of it is recyclable, a large part of it still ends up in the trash. With the fully compostable Coffee Ball, CoffeeB combines what could not be united until now: a full taste experience, convenience and zero waste.
Great media coverage
Rarely has a product presentation by a Swiss company received such intensive media coverage. In addition to the huge media response in Switzerland and France, the revolution rolled all the way to the USA: late-night host Jimmy Fallon and the “Washington Post” reported on Migros’ coffee innovation. In Germany, the knowledge magazine “Galileo” devoted an entire feature to the Coffee Ball.