If world star George Clooney is the face of your coffee brand, you can bet on exclusivity. That is why Nespresso has been keeping their coffee off the shelves of supermarket chains or local shops for years. They go even further, the capsules are only for sale in their scarce own stores or in their webshop. However, that exclusivity came to an end recently, or at least for a while. The Belgian supermarket chain Delhaize checkmate Nespresso and offered the capsules on their shelves at high discounts. Result: a rush to Delhaize and a disgruntled coffee company.
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Nespresso is not for sale in any supermarket, except for a moment in Delhaize: “They have undermined our sales model”
