CAFÉ ROYAL®: NEW HIGH-END COFFEE BRAND
CREATES STIR ON FRENCH MARKET
Café Royal®, the brand from coffee roaster Delica AG, is making its market debut in
France. Capsules compatible with all current models of Nespresso®* machines are going
on sale in hypermarkets and supermarkets.
Café Royal® is already number one for compatible capsules in Switzerland, where its market
share exceeds 50 per cent. Distributor for France is Mifroma (part of the Migros Group). For
the French launch, Café Royal® is being distributed at all branches of Monoprix and Cora
from now on. The brand’s ultimate ambition is to be present in all superstores nationwide,
offering another alternative for lovers of excellent coffee.
«By making the Café Royal® ranges available in superstores, we are finally giving French
consumers access to an exceptional product at the same outlet as their everyday shopping. We’re deploying a team of nine, including six salespeople, who are making every effort to expand the distribution of our compatible coffee capsules quickly, nationwide,»
emphasizes Alain Hohwiller, Manager France for Café Royal®.
Brand wins «Taste of the Year» accolade
Café Royal® has already won «Saveur de l’Année 2014» (the title means: taste of the year),
the most prestigious prize in the French agri-food industry. Sustainably farmed and UTZcertified, Café Royal® assures the finest quality in every cup, since conformity to the strictest production standards is guaranteed. The various coffee varieties and their pack formats
have won public acclaim for their practicality, freshness and aroma. Indeed, Café Royal®
comes in the first capsule ever to achieve 100 per cent hermetic sealing. The highly compact
packaging preserves all the incomparable taste of freshly ground coffee.
Success is exportable!
Café Royal® belongs to Delica AG, a manufacturing company formed in 1954 and part of the
Migros Group. The brand has proved a resounding success in Switzerland, where it has become the top-selling alternative. On the wave of this success, Café Royal® compatible capsules are currently on sale in Austria, Germany, Japan, Spain, Russia and – from now on –
France.
«Café Royal® is an ambitious brand,» points out Alain Hohwiller. «The goal is distribution
Europe-wide and beyond, if lovers of excellent coffee give the thumbs-up. With its 60
years’ experience, Delica AG has succeeded in developing an impeccable roasting technique. The result is tasty, enjoyable and acknowledged by all.»
Minimal pack size, hermetic seal and directly recyclable capsule
Last January, Delica AG achieved a reduction of around 60% in the packaging material
used for its capsules. They are easy to handle, slim and environmentally friendly. Technical
improvement of the capsules has also made it possible to dispense with the individual sachets in which they used to be packed to preserve their aroma. Café Royal® therefore offers
the first and only hermetically sealed, compatible capsules on the market.
Different editions for intense and delicious treats
There are seven types of coffee in the basic Café Royal® brand portfolio: Ristretto,
Espresso, Espresso Forte, Lungo, Lungo Classico, Lungo Forte and Decaffeinato.
Café Royal® offers various delights based on five product ranges: Royal Basic, Royal Tea,
Royal Single Origin, Royal Flavoured and Royal Limited Edition:
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The Café Royal® Single Origins are creations from the four corners of the globe,
including Ethiopia and Colombia, for subtle, delicious treats.
The Café Royal® Flavoured editions intersperse everyday pleasures with gourmet
tastes such as vanilla and caramel.
The Café Royal® Limited Editions promise innovative tastes, continuously renewed
for discerning coffee lovers.
As from today, consumers can find the standard range in Monoprix and Cora stores. The
Royal Tea, Royal Single Origin, Royal Flavoured and Royal Limited Edition ranges will be on
the shelves from autumn 2014. Further surprise flavours are in preparation and will go on
sale to shoppers before New Year.
Price
The five Café Royal® varieties will retail at EUR 0.29 per capsule, or EUR 2.90 (RRP) for a box
of 10 capsules.
Immediate availability
The new Café Royal® capsules are on the shelves now, in all Monoprix and Cora stores.
About Café Royal®
Café Royal® capsules are made in Switzerland by Delica AG, which belongs to the
Migros Cooperative Federation (MGB). Headquartered at Birsfelden, Switzerland, Delica AG
has more than 300 employees. The company concentrates on the procurement, processing,
packaging and marketing of raw materials and finished goods from all over the world, especially coffee, but also tea and other produce (dried fruit, almonds and other nuts, spices,
etc.). Delica AG supplies its products to the wholesale and retail trades, to agri-food producers and catering companies in Switzerland and abroad. For nearly six decades, Delica AG
has been a byword for excellent Swiss coffee. Processing around 12,200 tonnes of green
coffee seeds per year, Delica AG operates one of the largest roasting plants on the Swiss
market. The brand has also been present on the capsule market with its own capsule system for over 10 years and, since 2012, has offered capsules specially developed for compatibility with Nespresso®* machines.
* This brand is the property of third parties who are not in any way related to Delica AG.