Senseo Gaining Ground
"It's a small step from beer to coffee: Senseo, Philips and Sara Lee's BRANDED BRANDS coffee machine, is still going strong. After selling millions of machines in Europe (25% of all Dutch households now have one!), Senseo last year took on the US market, where it has sold 300,000 coffee makers since Spring 2004, and is now available in Australia as well. And while partner Sara Lee is still making hundreds of millions of dollars from selling standard Senseo coffee pads, there's a careful move towards NOUVEAU NICHE, too: Philips recently introduced the Silver Senseo, an aluminum edition selling for EUR 169 (USD 225 / GBP 120), versus EUR 69 for the MASS CLASS version. Sara Lee has also extended the range of its coffee pads, from the original 5 flavors (mild roast, regular, dark roast, decaf, mocha gourmet) to the more upscale City Sensations (Milano, Rio, Vienna, Sydney) and the Senseo Selection (Sunset Hills Kenya, Highland Spice Sumatra, Mountain Breeze Brazil). The new pods cost up to twice as much as the standard ones."
Via TRENDWATCHING.COM Newsletter | Global Consumer and Marketing Trends | March 2005
Read More in: General News | Senseo
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Posted by Jay Brewer at February 22, 2005 10:00 AM