CELEBRATING 95 YEARS WITH FOUR NEW PRODUCTS

The Jura A8 is highlighted as the main news, and the Swiss manufacturer is also marking its 95th anniversary with new colours and larger user interfaces.

– We are the only specialist in premium fully automatic coffee machines on the market today. Our primary task is to deliver excellent products with a very long service life, Robin Weil tells the trade magazine Elektronikkbransjen.

Jura was founded in 1931 and for many years produced everything from radios to irons and toasters. In the 1990s, the company chose to focus entirely on fully automatic coffee machines, launching its first Impressa model in 1994.

Weil points out that spare parts are usually available for at least ten years after launch, and that the products rarely require servicing.

– We want to deliver the best coffee result in the kitchen, and we have received many awards for this in recent years, says Weil.

Wants to stand out

Weil highlights De'Longhi and Siemens as the main competitors in fully automatic coffee machines in the Nordic region, but believes Jura takes a different approach to the market.

– While others are there for consumers who need a coffee solution, we are there for those who want the best results and flavour in their cup. This is about what consumers want to base their daily coffee experience on, he says.

Development takes place exclusively in Switzerland, while production is carried out by a partner in northern Switzerland and at a large production facility in Portugal. Jura has no production of its own in Asia.

A8 in focus

The main news at the trade fair is the A8, which Jura describes as its slimmest fully automatic coffee machine ever.

– The most important figures to remember for the A8 are 19, 18 and 16. 19 centimetres in width, 18 different coffee products and 16 grams in the full brewing unit. We make no compromises on coffee quality, even in the smallest kitchens, says Weil.

The machine has a new conical steel grinder called PAG3, with an angled motor that makes it possible to build the machine slimmer than before. The brewing unit uses 3D brewing technology, in which water is supplied from three different directions.

– The trend is moving from ceramic disc grinders to steel, because they wear less over time, says Weil.

Another new feature is fully automatic cleaning of the milk system at the touch of a button, without the user having to refill water during the process.

The A8 offers both Hot Brew and Light Brew. Light Brew is an alternative for those who prefer traditionally filter-brewed coffee, with a rounder aroma and flavour, and can be drunk immediately after preparation.

– This is now the slimmest and most complete Jura machine, ticking all the boxes, says Weil.

Four coffee worlds

Jura divides its menus into what the company calls four worlds: Hot Brew, Light Brew, Sweet Foam and Cold Brew.

– Previously, we had a rotary dial with a carousel of drinks on the screen. But as the number of drinks increases, it becomes difficult to navigate. That is why we divided it into four worlds, says Weil.

At the same time, the flagship Z10 receives an updated user interface with a 35 per cent larger display area and a new five-inch screen. The model also comes in the anniversary colour Obsidian Black.

The new S10 builds on the S8 series and will be the first model in a lower price range to feature a cold brew function.

– Cold brew is our way of getting as close as possible to the authentic coffee experience, says Weil.

Cold brew is available on the S10 as a separate symbol in the interface, and the brewing process takes around 15 minutes for 100 millilitres of coffee.

– It may sound a little strange that it takes so long, but it brings out the full flavour spectrum of the coffee bean: fruity, nutty and chocolatey notes, says Weil.

Bestseller gains new function

The fourth new product is the E10, a continuation of the bestselling E8.

The E10 offers up to 36 coffee specialities across Hot Brew, Cold Brew, Light Brew and Sweet Foam. The model also gains a cold brew function and is launched in a new ice-grey colour.

According to Jura, the E8 series has sold nearly five million units globally.

– The Nordics are in a position with great potential, which we are proud to continue investing in, says Weil.

The Jura name comes from the mountain range stretching through Switzerland, where the company’s headquarters are located between Zurich and Bern.