Many tea companies are looking to capitalize on the coffee capsule craze. Red Espresso, a company that has been seeking to make rooibos a coffee equivalent, seems a natural fit.
Rooibos is made from Aspalathusa linearis, a legume native to the Cederberg region of South Africa. It has long been steeped into a popular caffeine-free, antioxidant-rich beverage. The Red Espresso founder, Carl Pretorius, was seeking a replacement for his daily coffee when he tried grinding the plant to a consistency that it could be pulled like espresso. He launched Red Espresso with partners Pete and Monique Ethelston in 2005.
Red Espresso has now announced that it will release a rooibos capsule in Europe. This product was first released in South Africa last fall. In one month the company sold one million capsules.
The company had been waiting for Nespresso's single-serve technology patent to expire, opening the way for competitors. They spent two years developing the right solution. They hope that the brewed beverage will not just be seen as a coffee replacement, but also in juice drinks and smoothies.
Rooibos is made from Aspalathusa linearis, a legume native to the Cederberg region of South Africa. It has long been steeped into a popular caffeine-free, antioxidant-rich beverage. The Red Espresso founder, Carl Pretorius, was seeking a replacement for his daily coffee when he tried grinding the plant to a consistency that it could be pulled like espresso. He launched Red Espresso with partners Pete and Monique Ethelston in 2005.
Red Espresso has now announced that it will release a rooibos capsule in Europe. This product was first released in South Africa last fall. In one month the company sold one million capsules.
The company had been waiting for Nespresso's single-serve technology patent to expire, opening the way for competitors. They spent two years developing the right solution. They hope that the brewed beverage will not just be seen as a coffee replacement, but also in juice drinks and smoothies.
The company is currently seeking long-term partners to help grow the brand as a niche product.
SOURCE: Beverage Daily