Bottomless pockets

Oct 29, 2012




A recent article in the Daily Mail made me chuckle.

As a bastion of middle Britain, in these hardened times, you would have thought the top brass policy and grass roots journalistic vigour would have been focused on finding the best deals for the British consumer…

Well in the case of coffee, I am afraid to advise that they are not doing ‘what they advertise on the tin’…

And are instead falling head over heels with little rigour and questioning, for the corporate ‘film flam’ of a marketing exercise which aims to trade us all up to ever more expensive in home coffee service options!

The paper road tested ‘the coffee machines which promise a coffee shop taste at home’ in its issue of October 4th.

Top of the list was the new Starbucks at home capsule machine, which we have reviewed and discussed in an earlier blog. 

This scored 7 out of 10, as rated by that renowned coffee expert we all know and love Anne Shooter – whooter…?

Yes, I thought that too, never heard of her – perhaps she won one of those latte art competitions we love to hate here at Aromo!

Certainly I do not know of any credential, which she purports to have to enable her to comment usefully on domestic espresso and filter machine solutions…

Anyway – she used and tasted the machines and sampled and carefully rated their coffee offers and decided to offer the Starbucks ‘Verismo’   7/10…..

A good score and to be honest one you would expect with a machine which retails at a hefty £149, bearing in mind that each and very pod you use thereafter will set you back between 50 p for an espresso and 92 p for a filter drink!!


Wow! That is some huge and incredulous margin eh??!


The Francis Francis x 7.1 came in at a cup cost of  36 p (machine £199)  the Nespresso 29 p  ( machine £108)  and the Lavazza Modo Mio 25 p (machine  £180) and the Nescafe Dolce Gusto 23 p per drink (machine £130) …

Coffee drinking at home has suddenly  become an expensive hobby! Especially, when you consider that less than 5 years ago we were, in the main all content with Gold Blend at £2-50 per jar and a cost of approximately 3 p per mug depending upon how heavy handed you were with the table spoon!:)


Now, compare the cost of these environmentally unfriendly capsules, with the compostable, low carbon footprint, single serve ESE Easy Serve Espresso pods we know and love here at Aromo!!

I know there is no comparison between the ugly sisters and Cinders is there??


Aromo ESE Pods start at 16 >  18 p per cup… and will fit  a wide range of non lock and key machine units…

Ms Shooter did  trial the Dualiot DCM 2 and the Russell Hobbs Meno machines, both of which use ESE pods and scored them as a lowly 6 and 5 out of ten respectively,  which seems little snobbish when you understand her main gripe was that the machines ‘looked cheap…. but were efficient!’

Please can someone advise of the logic therein!?

This is no ‘water -gate’ for sure…but there does seem to be a little too much journalistic pliancy in simply swallowing the corporate line here…

Soluble coffee and a spoon is still cheapest – cafetiere offers better quality for sure..but if it is espresso you want then look no further then the trusty ESE pod!

Come on Anne –   please lets not swallow the corporate marketing blurb so readily!!


Those in the know and we here at Aromo understand great coffee is not about the marketing and Tom Cruise style cocktail goings on..its about great quality coffee…fresh water …good pressure and the time and skill to make and enjoy your espresso moment
Guru ( Andy Grelak) writes for Aromo Coffee – They are coffee experts focussed on providing convenient and tasty ways for the caffeine addict to take their medicine. Aromo supplies excellent ESE Coffee pods and superlative Senseo pods,  both of which offer the espresso and filter connoisseur  a no mess, no fuss,  super fresh and environmentally conscious method to make stunning coffee… the guys at Aromo also have a range of Dualit branded capsules which make a brilliant and economic alternative to nespresso capsules

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