Home appliances major Whirlpool and brewer Anheuser-Busch InBev have joined hands and started selling single serve capsule-based drink machines for soda, juice and coffee in Brazil.
Setting in motion their joint venture valued at more than $70m, the duo have begun their foray into the sector with the B.blend machine. AmBev SA, the local unit of Anheuser-Busch InBev, is pumping in over $32m to pick up 50% stake in it.
Designed by Whirlpool, B.blend has been projected as the first-ever all-in-one machine in the world, which is capable of single serving of drinks comprising hot, cold and carbonated variants.
"There are rivals that make coffee or soft drinks, but nothing like this," Whirlpool Latin America vice-president for new business Fernando Yunes told Reuters.
A brainchild of a young trainee in Brazil, the B.blend took four years to hit the stores from the drawing board of Whirlpool.
While the company plans to sell the appliance across the rest of Brazil, the entire world would be brought within its ambit in keeping with demand.
The first run of 500 B.blend machines has already been initiated. Those who seek for early adoption of the device have to shell out $1,150, with cost of additional capsules ranging from $0.5 to $1.5.
