Brazil's Café Utam announced its entrance in the coffee capsules market, also known as the monodose market, with the national launch of its new Utam Uno product line, on 20 March.The new line is positioned as a Premium product in the market and it is designed to attract consumers by promoting values such as pleasure, convenience and practicality.
The Utam Uno Espresso line offers coffee in capsules in four exclusive blends : Gourmet, Classic, Extra-strong and Decaf.
Following more than two years of research and investments in the sector, the company's foray into the single cup coffee market was made possible through the signing of a partnership with a large Portuguese company that is specialized in the production of coffee capsules and that has a compatible structure to the needs that Utam put forward, especially in terms of product quality, exclusive blends and production capacity.
Namely, Utam needs to attend a projected demand of around 4 million coffee capsules by the end of 2013. The Brazilian company plans to invest around BRL1.2 million (USD0.60 million) in the project.
With its sights set on the new Utam Uno line, Café Utam plans to expand the marketing of its product to the entire state of São Paulo, including the capital and the coastal regions.
The new Utam Uno product line is fully compatible with Nestlé Nespresso coffee machines and with the new Utam Uno coffee machines that are scheduled to be launched in July 2013.
Utam Uno Espresso capsules are produced from carefully selected grains in different countries, to ensure unique blends of high quality.
"We opted to work with the single cup coffee product following rigorous product research and market research.
We have full confidence that this market segment will offer many opportunities and it will contribute to our future growth in the following years," said Utam director Ana Carolina Soares de Carvalho.
She added that consumption patterns of Brazilian consumers indicate that there is a demand for products such as Utam Uno Espresso, which assembles flavor, quality, practicality, and has the potential for growth. .
No comments:
Post a Comment