Tassimo is Kraft's on-demand beverage system that freshly brews a wide variety of hot beverages, including coffees, cappuccinos/lattes, teas and hot chocolate, at the touch of a button. Since its launch in France in 2004, more than two million Tassimo brewers have been sold in seven countries. With the global on-demand coffee category currently experiencing double-digit growth, Tassimo is on track to become a $200 million brand by year's end.
"Kraft recently revamped its business plan for Tassimo to spur stronger, more profitable growth, and we're already seeing results," said Hubert Weber, vice president and general manager, Tassimo. "We're appealing to consumers seeking true coffeehouse quality in the comfort of their own home. Our alliance with Starbucks -- the brand that's synonymous with coffeehouse quality -- gives coffee lovers even more reasons to turn to Tassimo."