Nespresso hopes to expand its reach after the single-serve coffee pioneer revealed a new machine that serves larger cups of coffee aimed at tapping the booming U.S. coffee market, the company's CEO told CNBC.
The $299 VertuoLine system that brews both American style large-cup coffee and espressos will produce a crema-topped 8 ounce coffee or a normal espresso, as the subsidiary company of Nestlé aims to double sales in the American market "in the coming years".
In 2013, sales for the Nespresso brand amounted to $300 million.
"We really believe our last year's growth in the U.S. was very good, very solid but we were limited to premium espresso coffees," Jean-Marc Duvoisin, CEO of Nespresso told CNBC in a TV interview.
(Read more: Hispanics hold key to winning US coffee war)
"And now we are launching this new technology which will be able to deliver a large cup of very premium coffee, he said. He added the group understood that coffee lovers in U.S. want a large cup and believes the new offering will tap into this.