Second Cup and Tassimo partner

The cafe chain extends brand reach while Kraft expands its product offering.
Exhibit F

Second Cup and Tassimo, a Kraft product, recently announced a partnership, introducing new branding and distribution channel opportunities for both coffee makers.

Second Cup coffee will be distributed in Tassimo pucks beginning in September, says Rita Toporowski, VP corporate planning and development, Second Cup.

The new product will be available in both grocery stores and Second Cup locations across the country, extending reach for both brands. Talks about the partnership began last summer as both parties had been discussing expansion options, she says. Second Cup had been looking into new distribution channels, while Tassimo wanted to expand its brand portfolio.

“What consumers love most about Tassimo is the breadth of our beverage options. It made sense to partner with away-from-home coffee brands,” says Doug Pritchard, marketing director for coffee, Kraft Canada, adding the expansion into Second Cup locations also appealed.

Second Cup had been looking for opportunities to enter into the in-home market, says Toporowski, highlighting single serve as one of the fastest growing segments in coffee.

“[Anecdotally] It’s something that’s been requested by consumers, asking when are we getting into the single serve market,” she says.

Promotional material is still being worked out and will launch this summer closer to the release date, she adds.