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    Nestlé to launch new Starbucks products in Belgium

    © Belga
    © Belga

    Nestlé plans to launch a new range of Starbucks products in a first batch of countries, including Belgium, considered a key market for the two brands, which joined forces last year. The new range is made up of 24 “premium” products, including the first Starbucks capsules that can be used on the Swiss food giant’s Nespresso or Nescafé Dolce Gusto machines.

    In May last, Nestlé announced the signing of an agreement granting it a license for Starbucks products for US$7.15 million (5.97 million euros). This alliance, which should enable Nestlé to strengthen its position in North America, is bearing its first fruits today.

    Nestlé will begin to market the new products, which also include coffee beans, along with roasted and ground coffee, in the next few days in supermarkets and online markets in Asia, Europe, the Middle East and the United States. 

    Eleven products will be launched as early as the end of March in Belgium (and Luxemburg). “This is a very important market for us,” said Nestlé’s Patrice Bula. “The Starbucks brand is well known there and market capacity is very strong.”

    According to a study conducted last year in Belgium and quoted by Nestlé, 85% of Belgian households drink coffee.

    Christopher Vincent
    The Brussels Times