Nescafé Dolce Gusto, a pioneer in the portioned coffee category, is marking a new chapter in its innovation journey with the introduction of NEO, its next-generation coffee system, to Asia for the very first time. Japan and Korea have been chosen as the initial launch markets in the region, underscoring both countries’ dynamic coffee cultures and growing appetite for high-quality, sustainable at-home coffee experiences.
The debut of NEO in Asia reflects Nestlé’s commitment to combining cutting-edge technology with sustainable design while maintaining the brand’s hallmark focus on premium taste. At the heart of this innovation is a new portfolio of home-compostable, paper-based coffee pods, designed to reduce environmental impact without compromising flavor or aroma. These pods represent a significant step forward in addressing consumer demand for more eco-conscious solutions in the single-serve coffee sector.
A Technological Leap: SmartBrew™ and Multi-Style Coffee Preparation
What sets NEO apart from previous systems is its integration of SmartBrew™ proprietary technology. This system uniquely combines three brewing methods—high-pressure espresso, Americano-style brewing, and drip-style extraction—allowing users to prepare a wide variety of café-quality beverages at home. From bold espressos to smooth americanos and rich filter-style coffees, consumers can access up to seven different coffee options, all from one compact machine.
A notable feature is the system’s automatic pod recognition. Each pod is embedded with a unique code, enabling the machine to instantly identify the type of coffee selected and adjust brewing parameters—such as temperature, pressure, and extraction time—for optimal taste. This ensures consistency and eliminates guesswork, giving coffee lovers confidence in every cup.
Adding to the innovation is smart connectivity. The NEO machine can be paired with smartphones, enabling remote operation and personalization of coffee preparation. Whether setting brew times, adjusting strength preferences, or tracking capsule usage, consumers can control the system seamlessly through a mobile app. This digital integration aligns with modern lifestyles, where convenience and customization are increasingly valued.
Strategic Expansion into Asia
For Nestlé, Asia represents a major growth frontier for its coffee portfolio, and the decision to introduce NEO in Japan and Korea reflects both markets’ unique opportunities.
Japan has long been recognized as one of the most sophisticated coffee markets in the world, with a deep appreciation for both tradition and innovation. Nescafé Dolce Gusto was the first brand to establish the portioned coffee system category in Japan, and today, it holds the position of market leader. With NEO, the brand is now set to become the first to introduce home-compostable pods in the country, reinforcing its pioneering role and appealing to Japanese consumers’ increasing focus on sustainability.
In Korea, meanwhile, the portioned coffee market is experiencing robust growth, estimated to be worth over CHF 200 million. The rising trend of “at-home cafés”—where consumers replicate coffeehouse experiences in their own kitchens—has created fertile ground for innovation. With its ability to deliver café-style beverages at the touch of a button, the NEO system is ideally positioned to meet these consumer preferences and capture a larger share of this expanding segment.
Driving Growth Through Innovation
Nicolas Huillet, Global Head of Nescafé Dolce Gusto, emphasized the importance of this launch, saying:
“The introduction of Nescafé Dolce Gusto NEO in Japan and Korea is an opportunity to expand our business while continuing to attract and delight more coffee enthusiasts. This launch will invigorate the brand in these markets, draw in coffee lovers, and create new growth opportunities.”
His remarks highlight Nestlé’s dual objective: to grow the business by tapping into vibrant markets and to delight consumers by offering advanced, sustainable coffee experiences. The NEO launch is more than just a product introduction—it represents a strategic investment in shaping the future of portioned coffee in Asia.
From Brazil to the World: The Global Journey of NEO
The rollout of NEO in Asia builds on its earlier global expansion. The system was first introduced in Brazil in November 2022, where it was received positively as an innovation that combined premium taste with sustainability. Following its Latin American debut, NEO entered European markets, including France, Switzerland, Portugal, Belgium, and the Netherlands.
Each successive launch has reinforced the system’s appeal across diverse coffee cultures, from espresso-loving European consumers to markets with a preference for longer, drip-style brews. The addition of Japan and Korea to this list signals Nestlé’s ambition to bring this revolutionary coffee system worldwide, adapting to local coffee traditions while maintaining global standards of excellence.
The Sustainability Dimension
One of the most significant breakthroughs of the NEO system lies in its eco-friendly pods. Unlike traditional aluminum or plastic capsules, which often require specialized recycling, the new paper-based pods are designed to be home-compostable. This means consumers can dispose of used pods in their compost bins, where they naturally break down over time.
This innovation directly responds to growing consumer concern over the environmental impact of single-use packaging. By addressing this challenge, Nestlé is not only reducing waste but also reinforcing its commitment to achieving its broader sustainability goals, including reducing carbon emissions and increasing the use of renewable materials.
Redefining At-Home Coffee Culture
The introduction of NEO goes beyond technology and sustainability—it reflects a shift in how consumers approach coffee at home. The convenience of portioned systems has long been popular, but NEO elevates the experience by offering greater versatility, quality, and environmental responsibility.
For many consumers in Japan and Korea, coffee is not merely a beverage but part of daily rituals and social experiences. By bringing café-quality coffee into homes, the NEO system bridges the gap between barista-style preparation and everyday convenience, allowing users to enjoy personalized, sustainable coffee moments without leaving their kitchens.
