Besso presentation

Pitch Book
T E A R E I N V E N T E D

Tea Trends
People drink less black coffee and tea.
Consumers more and more see the benefits of
HERB TEA and realize it is a good alternative for
lemonade and juice.
Tea Customization: consumers expect to be able
to customize all hot drinks the same way as their
coffee
‘the Starbucks way’
Tea is more and more becoming a ritual, more
EXPERIENCE is added to tea. Consumers like to
be surprised by barista’s. Develop signature tea-
coctails or home-made ice teas!
Chai latte and Matcha latte is winning territory
fast. Consumers are getting used to TEA LATTES
Adding tea experience is THE CHALLENGE for bar owners or barista

Can Tea Fill the Gap?
Tea is healthier,
but lacks experience
Tea insights
• I hate having to pay 2,50 for a teabag and a glass of water
• Millennials are too damn cool to drink a traditional cup of everyday tea - it is boring.
• I drink a lot of tea: it is healthier than water, it contains antioxidants
• I only allow myself two cups of coffee a day, then I switch to tea
• Drinking a latte in the weekend it is the ultimate relaxing moment for myself
• Tea is for sick people it is weak in taste
Cafés are missing a potential sales opportunity by not supporting consumers to get the experience
they crave with the health benefits they want, any time of day.

Welcome to Besso!
Besso is a reinvented tea with a frothy top to indulge yoursel &
put something good in your body with different exciting
flavors & preparations and a frothy top.
Made of organic rooibos:
Caffeine free & packed with Antioxidants.
Offering a totally new tea experience.
Besso taps into the consumer's desire
for Healthy and Indulges.

A new Award
Winning tea
Concept
Besso is a new :
• caffeine free
• sugar free
• High in antioxidant
• Indulgence
• Tea

brewed by the barista with a frothy top made
from milk or almond milk, so you can offer a
range of new drinks that look and taste great
and are healthy at the same time. Because you
can brew the tea with high pressure and an ideal
temperature the flavors are more concentrated.
Ideal for making tea-lattes. Even latte art is
possible.
Besso is easy to use on your espresso machine,
but gives you endless serving options: it comes
in different flavors, and you can offer your guests
their personal preparation original, latte or ice).
Besso tea is a pure blend of natural ingredients
with no added sugar. Unlike many chai tea latte
blends, Besso does not use soluble ingredients
or chemically processed extracts. Besso uses an
espresso machine to mimic the natural tea
infusion process, which maximises taste and
nutritional benefits.

How does it work?
All you need is a semi-automatic espresso
machine and a Besso handle.
Besso pods contain more tea than the
average; add high pressure and you create
a highly concentrated, delicious drink.
• Before you begin, ensure your
machine is clean.
• Place your Besso pod into our handle.
• Lock onto your machine.
• Extract your Besso to 60mm It’s as
easy as that.

Besso
an Award-Winning Tea Concept
• Besso caters to the ever-increasing demand for healthy beverages that feel like a treat.
• Besso recognizes the growing for caffeine-free, sugar-free drinks and fills the gap.
• No caffeine and no sugar means Besso is ideal for all ages.
• Besso isn’t dictated by the season; serve hot or cold depending on the time of year.
• Whether fresh and fruity, or warm and spiced, there’s a range of flavours to suit all tastes.
• We are offering an entirely new tea experience; a unique service and a unique product.
• Besso is the ideal afternoon drink, helping to boost the typical dip in sales of hot drinks
at the this time.
• All you need is an existing espresso machine; no additional investment needed.
• No previous experience necessary; no barista skills required.

Target Group
v
Key Insight of the Target Group

Urban Mom
Freelancer Designer
“Life is what you make of it, happiness is your decision”
Female, 32 years old
Lives in the City, Suburbs. Married with one pre-school
child, and another is on the way
Overview :
Lara is an educated, 32 year old woman who has taken a
career break from her senior role to have two children. She still
does some freelance work to keep her brain active, but enjoys
her time with the children, keeping fit and cooking healthily.
“There is so much beauty in this world”
Female / Male 26 years old
Lives in the downtown in relationship with no child in a
shared house.
Overview :
Martina wants to do quality design projects for clients;
Discover new trends; Have a good time with friends before
settling down; Travel around the world; Experience new
cultures; Always being in the know about trends.

Yoga Teacher
Commune Value
“Yoga is not a hobby, it’s a state-of-mind”
Female, 30 years old
Lives in rural areas. Maried.
Overview :
Anja was studying at the faculty of sports in Ljubljana, where she
first got in contact with the practice of yoga; after a student trip to
Asia, she was inspired to discover more about spirituality,
meditation and yoga; while being a little “lost”, she found refuge in
yoga as an activity that made her more focused and in touch with
what she wanted to do; after teaching yoga at a yoga practice in.
“Life is what you make of it, Happiness is your decision. Enjoy”
Millennial 18-36y
Lives in the City with one preschool kid.
Their distinguishing characteristics :
They have time to relax or meet friends in coffee shops on a daily
basis They love to meet friends in coffee shops on a daily basis. They
are clever, quite opinionated and well read. Style is important to
them. They like to read up on health and wellbeing matters. They
swim running a couple of times a week and does yoga to yoga
almost daily. Healthy lifestyle is important to her.

Flavour examples,
based on Rooibos tea
Rooibos ;
Ranked by TIME Magazine as one of the
world's healthiest foods, the benefits of
Rooibos tea are endless. Antioxidant rich
and a natural anti-inflammatory.
It improves blood pressure, bone health,
diabetes and aids in weight loss.

Beet Blush: This Rooibos blend harnesses the power of beetroot,
which is ideal for those suffering with anaemia and iron deficiency.
Naturally occuring nitrates in beetroot regulate blood pressure, while
added cinnamon lowers blood sugar levels and has a powerful anti-
diabetic effect.
Ingredients : Rooibos, Beet root, ginger, Cinemmon
Hammam: Blended with anti-inflammatory Rooibos , Hammam is
ideal for alleviating digestive issues. Mint is thought to increase bile
secretion, encouraging bile flow and thus speeding the digestive
process. Peppermint can help to relieve pain and discomfort from gas
and bloating whilst also easing flatulence.
Ingredients : Rooibos , mint , rose
Amber Glow: Berries are blended with Rooibos in this antioxidant-
rich tea. Goji berries are packed with can aid weight loss as they
improve blood sugar control. Cranberries are widely known for their
prevention of urinary tract infections, making it ideal for those who
suffer with chronic recurrence.
Ingredients : Rooibos, orange, Cranberry, Goji Berry

Cape Town Fog: Blended with antioxidant rich Rooibos, Capetown
Fog harnesses the power of lavender, which is a natural remedy for
digestive issues including nausea and abdominal swelling. It can also
help alleviate headaches, toothache and pain from sprains.
Ingredients: Rooibos, Lavander, Vanila
Mountain Chai: Start the day right with Mountain Chai, blended
with Rooibos. Ideal for digestive ailments, ginger protects against cold
and flu symptoms and stimulates blood circulation. Cholesterol-
lowering cinnamon is especially beneficial for those with Type 2
diabetes.
Ingredients: Rooisbos, cinnamon, ginger, cloves, pepper, cardaman
Golden Milk: A blend of turmeric and rooibos, Golden Milk is a
wonderfully warm, healing beverage. Turmeric is a natural anti-
inflammatory, packed full of antioxidants and has been shown to
benefit those suffering with arthritis.
Ingredients: Rooibos, tumeric, ginger, pepper

The tea is served in a special Besso
glass on a wooden plate.
3 Sample Serving Options:
• Original – Our signature Besso, steamed
milk and a frothed top.
• Latte – Luxuriously smooth Besso and
freshly steamed milk.
• Ice Tea - Besso, ice and pure fruit juice –
made fresh for you by your barista.
We recommend Besso is priced to match your regular
coffee drinks.
For example:
• Cappuccino – 4 CHF vs. Besso Original – 4 CHF
• Caffe Latte – 5 CHF vs. Besso Latte – 5 CHF
• Artisan Iced Tea – 3.5 CHF vs. Besso Iced Tea – 3.5 CHF
Please note, this is purely a suggestion. As Besso is healthier than traditional coffee drinks, consumers are likely to pay more.
Therefore, Besso tea can be sold at an increase of up to 20% higher than signature coffee drinks.

Serving material
• Glass for Besso Original ( 150 ml): • Glass for Besso Latte or Iced Tea ( 250 ml ):
• Wooden Plate for Serving Besso: • Unique handle designed to fit your existing
espresso machine for the preparation of
Besso drinks.

Why test Besso now:
1. Increase your afternoon sales with a healthy caffeine
free drink next to your traditional tea and coffee
offerings
2. Distinguish yourself from the rest & keep attracting
young guests
3. Benefit from new rising tea trends as Chai Latte and
Matcha latte in an easy way
4. With Besso you can offer a whole range of
customized drinks without adding a lot of fuzz/ new
ingredients/ stock
5. Besso uses the same machines and training but
allows cafes to add a whole new type of drink
6. Besso offers a higher-margin alternative to regular
loose or bagged tea

Why try Besso Now?
Be part of an exclusive testing run of our
award-winning tea concept and see the
benefits for yourself.
• Benefit from being the first to try!
• Earn money.
• Increase sales of hot drinks across your
business.
• Give consumers something fresh and new.
• Enjoy fresh footfall, driven to your area
through targeted activity.
• Be part of a joint marketing campaign
designed to raise awareness of the Besso
range and your premium outlet.
• All equipment and marketing materials are
provided to you at no cost.

Examples of Besso in action
• We have trialled Besso in premier destinations such as The Trafalgar Hotel and Nobu
Restaurant in London, the H Hotel and Intercontinental in Dubai, the Conrad, Peninsula
and W Hotel in Hong Kong. Find a testimonial from the General Manager of the Trafalgar
Hotel on our website.
• The success of these consumer trials signals time for our next step. We’re on the hunt for
premium cafes to be part of an exciting launch as we bring our unique range to a captive
audience.
• On average, outlets already stocking Besso have increased the sales of hot drinks by 10%.
• 75% of consumers seeking a healthy, yet indulgent drink, feel very satisfied with Besso
drinks.

Point of sale
• Menu
• Poster
• Stickers
• A-board
• Capone

Exclusive trial offer
• We are delighted to announce that we have selected your premium outlet to be part of our exclusive
Besso trial.
• You will have the unique opportunity to test Besso tea for 10-14 days at your outlet, at absolutely no
cost to you.
• Timing for Test: Planned testing time started as of KW7 Succeeding
• That includes all equipment and marketing materials at no expense. We will provide with all
necessary POS material needed to raise awareness of Besso in your establishment.
• A member of the Besso team will join you in-store to run a one day survey. Planned for the second
testing week on the busies day. In addition, we can offer a printed survey for your clientele to fill out,
in return we are offering consumer the chance to win a Delizio coffee machine.
• Once the trial period is over, you will have the opportunity to retain Besso, available to attractive price.

FAQ B2C
1. Why is Besso different?
Besso is an unconventional cup of tea, crafted by your barista. Made on a semi-automatic espresso
machine from highly concentrated rooibos, Besso can be drunk in a range of different ways. Whether
poured over ice or served with a frothed milk top, there’s a range of all natural flavours to choose
from. It’s totally caffeine free and packed full of antioxidants.
2. What is Besso made from?
Besso is made from organic Rooibos from the South African Cederberg.
3. What is Besso?
Barista brewed and topped with a delicious milk froth, Besso is a new rooibos tea blend. It’s totally
caffeine-free and packed full of antioxidants.
4. What different Besso flavours can I try?
We have crafted a range of all natural flavours that taste delicious with or without milk.

London Fog :
A luxurious blend of fragrant bergamot, lavender and vanilla.
Mountain Chai :
Evoke the vibrancy of India with exotic spices and sweet cinnamon.
Golden Milk :
Take care of yourself with this soothing blend of ginger and turmeric.
Roibesso :
Our Roibesso blend; warming and earthy.
Hammam :
Embrace a moment of calm with refreshing hints of Moroccan mint.
Amber Glow :
Awaken the senses with an invigorating blend of zesty orange and goji.

FAQ B2C
1. Why do you use milk?
We love how creative we can be with latte’s and cappuccinos, but why should coffee have all the
fun? Topping with a delicious milk froth adds a smooth finishing touch (and the perfect canvas for
latte art!).
2. How much tea do you use / or is in each bag?
There are between 8.5-12grams of tea in a Besso pad, (compared to 2 grams in a traditional teabag)
making it the ideal base for a Besso latte.
3. Who at Besso can I talk to about this deal?
We’d love to hear from you! You can reach us at facebook.com/enjoybesso. Or, if you’d like to send an
email to our CEO Kostja Klabjan, you can reach him at kostja.klabjan@enjoybesso.com.
4. Can my kids drink Besso?
Of course! We’ve designed a wide range of flavours that will be loved by kids and adults alike.
5. Are all Besso drinks caffeine free?
Yes, all Besso drinks are 100% caffeine free.

1. Doesn’t the tea taste like coffee?
As long as your barista cleans the espresso machine before making your cup of Besso, there will be no
coffee taste!”
2. Is Besso tea as good quality as loose leaf?
Although loose-leaf black and green teas are almost always higher quality than bags or pads, rooibos
is different! Made from the needle-like leaves of a South African plant, rooibos doesn’t need the same
space to expand as black tea, and our Besso isn’t ground into powder or dust like low-quality teas. You
get a full-leaf experience in our unique tea pad, and the high-pressure extraction makes for an even
more quality cup of tea.
3. Do all variants taste like rooibos?
Not at all. Our range of flavours caters to all tastes and preferences.
4. Where are, you served / stocked?
We haven’t come to this neighbourhood yet. Find us in London, Bicester or Kildare
http://www.lepainquotidien.co.uk/finder/locations/ - .WHePhrYrJcA
5. Can I buy some to take home?
1.Yes you can. Besso is available in Philips SENSEO® standard pods. These pods are compatible
with Philips SENSEO® machines or any compatible machines.

ORIGIN
1. What is the origin of the Rooibos?
Our Rooibos is grown in the Cederberg, a small mountainous area in the region
of the Western Cape province of South Africa.
2. Is Rooibos Orgenic and Non-GMO?
Our Rooibos is organic, all other added ingredients are 100% natural.
3. Is the Rooibos tea fairtrade?
Our tea is UTZ approved and holds the following marks.

Health
1. How many calories does a Besso latte or tea-cino contain?
There is no sugar in Besso, so the calories come from adding milk. A Besso Original contains about 74
calories (made with full fat milk); a Besso Latte contains about 135 calories. Since rooibos is a rather sweet
tea, you don’t need any sugar in it. A Besso Flat (without milk) is therefore an indulgent, naturally sweet drink
without the calories.
2. Why is Besso healthy?
Besso is made of Rooibos tea which has been named one of the worlds 50 healthiest foods by TIME
magazine. Rooibos contains 50 times more antioxidants than green tea and is totally caffeine free. You can
find more information here: http://www.vegkitchen.com/nutrition/9-proven-health-benefits-of-rooibos-
tea/?print=pdf
3. Is the tea stronger?
Besso tea is highly concentrated. Each pad contains between 8.5-12 grams of tea, (compared to 2grams in a
traditional teabag), making it the ideal base for lattes.

4. But Besso drinks contain milk, I find milk drinks unhealthy?
Besso can be drunk however you like. Drink it with or without milk, and if you prefer, ask your barista for soya
or almond milk.
5. What are the other benefits?
Rooibos tea is packed full of antioxidants and 100% caffeine free. Did we mention it tastes great too?
6. Why is it better than normal tea?
Rooibos tea is 100% caffeine free and has been used for many years as a natural remedy for a number of
ailments. It has many anti-inflammatory, anti-viral and anti-mutagenic qualities and helps to boost the body’s
natural immune system. Rooibos tea is known as a bronchodilator, which helps relieve respiratory conditions
and can help to reduce blood pressure. It’s also rich in calcium and manganese and fluoride, minerals vital for
optimal bone health. Rooibos has also been recommended for infants suffering from colic, due to it’s anti-
inflammatory properties. Should you have no intolerance to lactose, we recommend drinking Besso with a
milk froth top; studies have shown that combining fat into your diet helps the body to absorb vital nutrients

B2B
1. What machine do I need?
All you need is a semi-automatic espresso machine and a Besso handle.
2. Why is Besso good for my business?
Increase your afternoon sales with a healthy caffeine free drink next to your traditional tea and
coffee offerings.
Distinguish yourself from the rest & keep attracting young guests.
Benefit from new rising tea trends as Chai Latte and Matcha Latte.
With Besso you can offer a whole range of customized drinks without the need for excessive
stock or training.
Besso uses the same machines and skills used by baristas, but allows cafes to add a whole new
type of drink.
Besso offers a higher-margin alternative to regular loose or bagged tea

3. Can the teapad hurt my machine?
We conducted in-depth research which proves that Besso tea-pads are entirely safe to use in
your machine.
4. Is it easy to fuse?
Crating a cup of Besso couldn’t be simpler. There is no need for additional training for your
Baristas.
5. Is it easy to prepare?
All you need is a semi-automatic espresso machine and a Besso handle. Besso pods contain more
tea than the average; add high pressure and you create a highly concentrated, delicious drink.
• Before you begin, ensure your machine is clean.
• Place your Besso pod into our handle.
• Lock onto your machine.
• No need to tamp.
• Extract your Besso to 60mm of pressure.
• It’s as easy as that.
6. How often do I need to clean the pipes?
Before you begin, ensure your machine is clean.

7. How do you know it will be a success?
• Besso has already drawn attention from press after being named the Interbeverage
Finalist as Best New Functional Drink and Best New Ingredient Concept. This positioned
Besso alongside iconic brands such as Coca Cola and Pepsi. Besso is also on the list of 50
most innovative new companies (GEW50) and was a finalist in the London Business
Awards.
• Besso was tested successfully in London and Hong Kong. Amsterdam and Berlin are the
next test locations.
• It is common to prepare Rooibos tea in a similar way in South Africa, where Rooibos is
commonly served with milk and sugar to taste. Several coffee shops in South Africa now
sell Rooibos espresso (concentrated rooibos presented in the style of a traditional espress).
This has given rise to rooibos-based variations of traditional coffee drinks such as lattes
and cappuccinos. Besso has developed this idea even further, crafting unique flavour
blends and translating the concept into simple ‘tea pads’ for ease of use in a commercial
environment.

8. How is it different from my other latte drinks? Eg. Chai Latte?
Besso is :
• Quick and easy to prepare.
• A consistent taste.
• Available to buy in single pods, rather than bulk.
• Silky foam top for latte art.
• Packed full of antioxidants.
• Designed to be customized in any way you wish; from iced tea to latte.
• Can be served hot or cold.
9. What is ideal temperature?
Between 92-94 degrees is the ideal temperature for a cup of Besso.
10. But Besso drinks contain milk, some of my customers find milk drinks unhealthy?
Besso can be prepared with or without milk. It can also be served with dairy alternatives
such as soya or almond milk.

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