Nespresso was a flop, then it became a billion-dollar brand – but who is responsible for its success? This is still disputed today.
When it comes to the world's most famous coffee capsule, everyone wants a piece of the glory: Nespresso turns 40.
Nespresso, the famous coffee capsule brand, is celebrating its 40th anniversary. The company was founded in 1986 as a subsidiary of Nestle, but it wasn't until 1988 that it found success under the leadership of Jean-Paul Gaillard, who joined from Philip Morris. Gaillard reworked the product and its marketing, and the company's fortunes turned around.
Today, Nespresso generates over 6 billion Swiss francs in revenue for Nestle each year, having brought espresso into millions of homes and made a cup of coffee a status symbol. The company's history is attributed to the work of engineer Eric Favre, who developed the capsule system, but some dispute this, citing contributions from the Battelle research institute.
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