COFFEE FOR EVERY TASTE

Emil Wahlberg represents Jura in Sweden and Norway. At Elon Expo’s training fair, he is presenting this year’s new products under one unifying idea: that everyone should be able to get their preferred coffee from one and the same machine.

– We want to create a coffee for all customers. Everyone should get their own type of coffee, Wahlberg tells the trade magazine Elektronikkbransjen.

Four coffee worlds

Jura has structured its offering into four categories, called “coffee worlds”. The first is classic hot drinks, called “hot brew”. The second is “sweet foam”, where the customer attaches a flavoured syrup capsule directly to the machine to make, for example, a caramel cappuccino.

– We have just launched “light brew” in a larger format. These are drinks prepared at a lower temperature, around 60 degrees instead of 80. This gives you a coffee you can drink straight away, and it becomes a little fruitier and more aromatic, says Wahlberg.

Cold coffee on warm days

The fourth coffee world is cold coffee, prepared directly in the machine over ice.

– For those who want a cold coffee on warm summer days, they can get it perfectly prepared directly in the machine, says Wahlberg.

He believes the four categories make it easier to communicate the breadth of the offering.

– Far from everyone likes the classic hot drinks. Being able to offer something sweet, something cold or something at a lower temperature means we reach a broader market and more people who may become interested in coffee.

Demonstration is the key

– Is this an easy story to tell customers?

– We strongly believe that the product must be demonstrated, both in terms of function, but also so that the customer actually gets to taste the coffee and feel that there is a big difference between a simple coffee maker and a fully automatic espresso machine, says Wahlberg.

Patented brewing technology

Wahlberg highlights three arguments for Jura: taste, cleaning and ease of use. On the taste side, he points to a patented brewing unit and pulse extraction technology.

– The water pulses through the coffee puck, which means we get maximum flavour and aroma. The water and the coffee get to spend a lot of time together, so that we achieve the best result, says Wahlberg.

Automatic cleaning

– You never need to remove any parts of the machine to clean it. All cleaning takes place internally and automatically, making it as easy as possible for the customer to look after their machine in the best possible way, says Wahlberg.

He describes Jura as one of the very largest players in the market, with growth in both its product portfolio, market share and number of retailers.

– We look forward to being able to offer the best coffee in 2026 as well, and are excited to see how all the new products are received by the market, says Wahlberg.