illycaffè launches a new line of illy-brand aluminium capsules

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There is now a new way to enjoy the experience of an illy coffee, with the launch of a new line of capsules compatible with Nespresso coffee machines.

These capsules reflect illy’s desire to increase the accessibility of the unmistakable quality and taste of the illy blend: illycaffè wants to make the experience of coffee according to illy available to as many people as possible, while keeping in-step with modern consumption trends.

The new capsules offer the unique illy blend, which has been perfected over eighty years of history. Made of nine carefully selected Arabica varieties, the new capsules are available in three intensities of taste, thanks to three different roasting profiles: Classico, with a smooth and mild taste, available in espresso and espresso lungo; the full-bodied taste of Intenso espresso; and Forte espresso, with its rich and strong character.

The capsules are now available in the UK and can be purchased from the illy e-shop and in single-brand stores (illy Caffè and illy Shop) in packs of 10 capsules, with a recommended retail price of  £3.80.

The new illy-branded aluminium capsules are the fruit of the trademark licensing agreement between illycaffè and JAB. Through its platform, JDE will be responsible for production and distribution in retail channels outside Italy (large-scale retail, supermarkets and food retail stores), while illycaffè will handle the distribution in all other sales channels, as well as all sales channels in Italy, enhancing its omni-channel presence and reinforcing synergies.

The new illy-branded aluminium capsules are the fruit of the trademark licensing agreement between illycaffè and JAB. Through its platform, JDE will be responsible for production and distribution in retail channels outside Italy (large-scale retail, supermarkets and food retail stores), while illycaffè will handle the distribution in all other sales channels, as well as all sales channels in Italy, enhancing its omni-channel presence and reinforcing synergies.

“The license agreement with JAB is an important strategic choice for our company and seeks to make the unique illy blend accessible to an ever-larger number of consumers around the world, increasing the consumption opportunities with a system that has now become a market standard. With this new line of aluminium capsules, we are committed to guaranteeing consumers the same quality and the unmistakable illy experience that are recognised and enjoyed by coffee lovers all around the globe”, states Massimiliano Pogliani, illycaffè CEO.

The launch of the new capsules will be supported by a new international advertising campaign developed across a range of media, including TV, digital, print and billboards. This will once again feature illy’s Brand Ambassador, Andrea Bocelli, underlining the affinity between the celebrated tenor and the brand: the desire to perfect everything we do through our daily commitment to offer the world the best of ourselves.