TOMORROW FIGARO – They come in the form of compressed coffee balls, covered with a thin film of natural origin, based on algae. They do not contain aluminum or plastic.
“The most significant product innovation in Migros history.The Swiss group, number one in large-scale distribution in the country, does not exaggerate in presenting its latest product, launched on Tuesday, which according to him “revolutionizing the world of coffee“. Migros presents it as”the world’s first capsule-free coffee capsule system“. These are concretely compressed coffee balls, covered with a thin film of natural origin, obtained from algae. Therefore without aluminum or plastic, materials with which coffee pods are traditionally made.
These pods, called “coffee ball“, They are therefore”fully compostable in the garden“, Underlines the Swiss group, which presents its system as”zero waste“. This is where the main innovation of this type of coffee ball resides. Because, as Migros points out,”every year, the amount of waste produced by coffee capsules in the world amounts to 100,000 tons. Although partially recyclable, the capsules are mostly thrown in the trash.It sells 63 billion units every year.
These pods of course only work with a special coffee machine, also presented on Tuesday by Migros. Which is also ecological, specifies the group, present on the coffee market through its subsidiary Delica – and in particular its Café Royal brand of pods. It is in fact made largely of recycled materials, just like the packaging boxes to put them on the shelves, which look like egg boxes, revealed the Swiss group, which has played to the last on the new expectations of consumers in terms of ecology.
Simultaneous launch on Tuesday in Switzerland and France
Furthermore, at a time when many are worried about their energy bills, these machines also automatically go into standby after a minute, Migros pointed out during a press conference organized in great fanfare on Tuesday, in the presence of CEO Fabrice Zumbrunnen, on the occasion of the launch of this innovation.
Because the marketing of machines and pods has been launched in Switzerland, in Migros supermarkets and on the Internet, since Tuesday, as well as in France. In France, the machines are to be offered by Boulanger, then by Darty and in supermarkets, according to the specialist media LSA. The pods will be sold in Carrefour, Auchan and Leclerc from 20 September, they indicate The echoes. “Coffee Bit should therefore be launched in Germany in the spring of 2023.Other markets are plannedsays Migros.
For the company, which is now a tiny inch in the capsule market – the market share of its Café Royal brand was capped at 0.3% in Western Europe in 2021 – the main obstacle is having to buy a new car, different from those that families are already equipped with. But Ghassan Kara, director of Delica France, hopes that Migros machines will gradually catch on as families replace their equipment. In France they will be sold for around 179 euros. “Things will happen naturally. It is a marathon, not a 100 meters“, He said in an interview with AFP, insisting that the reactions were”very positiveduring market research.