L’OR, the premium coffee brand owned by Jacobs Douwe Egberts (JDE), is tapping into the growing demand for coffee shop experiences in the home with the launch of a new coffee system.

The L’OR BARISTA coffee machines, made in partnership with Philips, is launching alongside a range of unique L’OR BARISTA XXL capsules to deliver “barista-quality coffee for shoppers to enjoy at home”.

L’OR BARISTA is the first system in the UK that is compatible with both regular single shot capsules, as well as the new and exclusive L’OR BARISTA XXL capsules. Containing twice as much coffee, the new capsules provide a variety of drink sizes, from single and double Ristrettos, Espressos, and Lungos. L’OR stated that the capsule compatibility ensures retailers can continue to offer consumers capsule choice and flexibility, with customer favourites such as L’OR Espresso single shot capsules, as well as other brands – a win for the category, retailers, and consumers.

Roberto De Felice, UK Marketing Director at JDE, said: “At L’OR we are all about helping shoppers re-create barista quality coffee experiences in the home. With more demand than ever for a flexible and versatile machine that is compatible with different style coffee capsules, the new L’OR BARISTA coffee machine and L’OR BARISTA XXL capsules brings an innovative new concept to the category.

“Meeting the demand from both loyal coffee machine users, but also new customers looking for an upgrade on their at-home drinking experiences, shoppers can now enjoy a variety of barista quality blends and drink sizes at the touch of a button.”

To support the launch, the brand is investing £9m in a heavyweight marketing campaign, which will be shown across television and social media. A wider campaign will run across social media and digital channels, point of sale visuals, and include press and PR activity.