In a bid to expand the pre-packed coffee market, Starbucks Coffee Co., Illycaffe, Krups and other coffee companies announced a new industry standard for preparing espresso drinks by using a pre-packaged single-serving of ground coffee. Trieste, Italy-based illycaffe developed and patented the new standard, Easy Serving Espresso. All coffee products and machines that use the standard will bear an ESE label, and the label will likely appear in advertising for the brands. There are no specific plans to advertise the standard separately, an Illycaffe spokeswoman said.
Copyright May 1998, Crain Communications Inc.