2024-02-24 08:36:25
Almost 40 years old, the Nespresso brand is evolving to face the competition. Latest innovation: coffee capsules made from compostable paper. To boost sales and respond to criticism of its production deemed polluting.
Published on 02/24/2024 09:36
Reading time: 5 min
Guillaume Chesneau, general manager of Nespresso France; (VICTOR MATET / FRANCEINFO / RADIO FRANCE)
Nespresso, created in the mid-1980s, is the world pioneer in the sale of coffee in capsules. The brand has been known internationally since the 2000s, its famous advertisement with actor George Clooney, and its slogan “What Else?”
The story begins in 1986. Éric Favre, a Swiss engineer from the Nestlé group, had the idea “to reproduce a perfect coffee, an Italian-style coffee, initially to please your wife, says Guillaume Chesneau, general manager of Nespresso France. The logo also takes the shape of his wife’s pumps.” Éric Favre observes baristas in Italy, but wants to simplify the process for individuals. Hence the idea of a coffee portioned in capsules.
Today, all capsule assembly is done in Switzerland, where there are three factories. The brand claims to work directly with 150,000 farmers around the world, without going through the British or American markets.
“The capsule, less polluting than ground or bean coffee”
For many years, Nespresso has no longer been the only brand to offer capsules. “Opening up to competition is healthy, it’s a good challenge”, wants to reassure Guillaume Chesneau. Even if the multiplication of offers has significantly slowed down the growth of the brand.
Regularly attacked on the polluting nature of capsules, the general director of Nespresso France defends himself: “A Nespresso capsule has less impact on the environment than ground or whole bean coffee. All studies prove it. There is a negative perception that goes once morest reality.”
Guillaume Chesneau also highlights “the compostable paper capsule, created in 2023”. According to him, “Nespresso’s greatest innovation since its creation.” By giving consumers the choice of using recyclable aluminum or compostable paper.
With his dog at the office
After living in Australia, New Zealand, Sweden and England, Guillaume Chesneau returned to France in July 2022 to take over as head of Nespresso France. In brand new offices, near Paris. Where his dog often accompanies him. An originality allowed by the Nestlé group for all employees. “My dog Ringo regularly accompanies me to work. It’s proven that it’s beneficial, especially for stress,” smiles Guillaume Chesneau.
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