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  1. A Story of Heritage

Behind The Barcode

A Story of Heritage

Gävle is a small town that values the art and precision of making coffee and taking a Fika (coffee) break above all else. See how TASSIMO uses barcode technology to preserve the story that Victor Theodor Engwall started 153 years ago and why that story is so important to Sweden today.


When Victor Theodor Engwall opened up his grocery shop in 1853 in a small town in Sweden, the story of GEVALIA began. But he didn’t want to just sell coffee, he wanted to make his own. So he bought a coffee roaster, and created GEVALIA. And from then, it has grown to be one of the most popular coffees, if not the most popular coffee, in Sweden.


For the Swedes, drinking coffee isn’t really just about coffee. It’s about gathering your friends and family together for a Fika (coffee) break. It’s about quality time with the ones you love. It’s a ritual and tradition with deep roots.

And for the townsfolk in Gavle, GEVALIA isn’t just another coffee brand, it’s part of everyday life. So much so, that when GEVALIA installed catalysts on their chimneys to dampen the coffee aroma, they received countless letters from everyone in Gavle. The people who lived there couldn’t imagine the town without the rich, deep aroma of GEVALIA coffee.


So when TASSIMO was searching for a brand of coffee to add to the TASSIMO family of T DISCs, it was about tradition and legacy of the coffee as much as it was about the high-quality taste and brew process.

And because GEVALIA had such deep roots in Sweden and holds their coffee up to the highest standards, they fit in perfectly.

The commitment TASSIMO makes to get every different coffee choice we provide absolutely perfect has preserved and upheld the tradition started over 153 years ago. When you pick up a GEVALIA T DISC, it is true to the legacy of Gavle, Sweden.

And every time you brew a GEVALIA drink with the TASSIMO brewer, it’s just like you’re taking a Fika (coffee) break with your fellow coffee lovers all the way over in Sweden.


  • It started years ago. Taking the art of making coffee and combining it with a desire to master a wide variety of beverage types able to satisfy every palate… the idea that a brewer could cater to all tastes and styles. We’ve documented our journey in a series of videos: from choosing some of the top brands and 100% Arabica beans to pushing beverage variety further than we ever expected.

  • A Story of Quality

    A Story of Quality

    Brewing the perfect cup is something CARTE NOIRE doesn’t take lightly. From small batch roast tests to daily tastings, learn how CARTE NOIRE makes sure everything with the CARTE NOIRE name is of the highest standards.

  • A Story of Innovation

    Striving for Perfection

    Our journey takes us to Banbury, UK, where a group of passionate coffee lovers are constantly striving to make the perfect cup even more perfect.