MONTREAL, Oct. 12 /CNW Telbec/ - Van Houtte, master roaster since 1919, continues to innovate by offering consumers a simple, easy-to-use tool for creating their personal coffee profiles. Available on its new Web site, MyMasterRoaster.com, this tool helps customers establish their coffee profiles in terms of flavor and intensity so they can choose the coffee that best suits their taste buds. At the same time, the company has revamped its visual identity to strengthen its position as master roaster and better guide consumers in developing their coffee culture.
"Van Houtte has always aimed to make high-quality coffee available to consumers. In launching the coffee profile, our company once again offers them a way to enrich their coffee experience," explains Isabelle Pasquet-Geairon, vice-president, marketing.
Once they have determined their coffee profile, consumers can investigate the coffees that correspond to their profile. The label of every new Van Houtte product indicates the coffee profile it fits. "Van Houtte is offering coffee lovers a customized coffee experience. The coffee profile, rebranding, and various coffee collections will help consumers discover a coffee they will enjoy, every time," declares Marie-Claude Dessureault, director, coffee expertise.
Van Houtte coffees are also organized in four new collections -Fair trade organic, Flavoured, Espresso, and Single origin - in addition to the classic blends. This classification makes it easy for consumers to find exactly what they are looking for.
Everyone from neophytes to coffee connoisseurs can easily find the right coffee for them and make the most of the time they spend savouring their favourite brew.
A unique experience for unique personalities
There's nothing like enjoying the right cup of coffee at just the right time. Whether celebrating a special moment, getting the day off to a relaxing start, winding up a delicious meal, or taking time out from a hectic schedule, everyone has their own coffee rituals.
Van Houtte invited some well-known Quebec personalities to share their coffee experiences with you.
"My coffee machine uses Van Houtte K-Cups. As a stay-at-home Mom, I order
my coffee on-line and it's delivered to me within 48 hours. A pure
pleasure!"
Virginie Coossa - I'm bold and woodsy
"My coffee profile is spot on! My favourite coffee times are no doubt
Saturday mornings, when I savour a delicious café au lait while taking
time out to read the paper. A wonderfully relaxing moment when I can
enjoy every last drop.
Liza Frulla - I'm velvety and fruity
"I can't live without my morning coffee, but weekends are special - those
are MY times to relax when I can thoroughly enjoy a good cup of coffee.
Marie-Claude Barrette - I'm bold and fruity
About Van Houtte
Founded in Quebec in 1919, Van Houtte is one of North America's leading gourmet coffee roasters, marketers, and distributors. Today, Van Houtte pools three complementary groups of expertise: coffee service, the roasting, marketing, and distribution of gourmet coffees, and the manufacture of single-cup equipment. This enables Van Houtte to offer North American consumers unique concepts combining gourmet coffees, state-of-the-art technologies, and service expertise, whether they are at home, at the office, or in a café-bistro.
For further information: Jade Labossière-Lavallée, 514 395-0375 extension 224, [email protected]; Sophie Merven, 514 395-0375 extension 239, [email protected]; Source: Van Houtte, www.vanhoutte.com
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