The manufacturer has teamed up with electrical giant Philips to introduce Senseo, a machine and coffee ‘pod’ collaboration that aims to deliver café quality coffee in the home.
The £50 machines and £2.19 packs of pods are set to make their debuts next month. Discussions over listings in the major multiples were “ongoing”, said a spokeswoman. TV ads later in the year, newspaper ads and posters will support the launch as part of a £6.5m marketing spend.
Kraft recently announced plans to launch a similar machine in the US, but said there were no immediate plans to roll it out in the UK.
Hilary Pulver, marketing director at Douwe
Egberts, said: “The explosion of high street coffee shops has resulted in a significant change in coffee drinkers’ demands and expectations. They demand individual choice, convenience and premium quality on a cup by cup basis.”