Saeco Primea Gives Coffee Connoisseurs the Ultimate Experience

CLEVELAND – May 1, 2007 – The Primea, one of three new lines of Saeco home espresso machines releasing
this year, is the must-have appliance for coffee aficionados and frequent entertainers.

Pairing BMW Group DesignworksUSA’s design with Saeco’s espresso machine technology, this sleek machine is the
top of the line. Dubbed ultra-automatic, the Primea Touch Plus and Primea Ring provide ground-breaking technology –
integrating the milk frothing inside the machine for the first time in the industry. This innovative, all-in-one technology
puts the user one touch away from being his/her own barista with cappuccinos, macchiatos, and other coffee drinks
one touch away.

The Saeco Primea’s increased options come in response to consumer preferences for gourmet coffee drinks. According to the National Coffee Association, 18.12 percent of the coffee drinkers in the United States drink gourmet coffee beverages daily. The association also reveals there will be more than 50,000 coffee shops in existence by 2010, further influencing consumer preferences towards gourmet coffee drinks. Still, research from the Specialty Coffee Association of America states that of the over 300 million cups of coffee Americans consume daily, 75 percent are home brewed. Saeco’s Primea provides the perfect solution to consumer preferences - providing gourmet coffee drinks in the comfort of one’s home.

“This machine is sure to become a favorite of coffee lovers and frequent entertainers,” said John McCann, CEO of
Saeco USA. “The Primea line is ideal for the consumer looking not only for the perfect cup of coffee, but also to make
a bold and impressive statement about their lifestyle. Users are sure to enjoy the ability to offer guests a coffee just
they way they like it – from a cappuccino to a macchiato to a shot of espresso. The machine comes pre-programmed
with coffee recipes so the user can get a great drink instantly and settings also adjust to user preferences.”

“The Primea line is also ideal for coffee connoisseurs,” McCann continues. “Americans are learning to appreciate
coffee much like they appreciate wine. For discerning palates, Primea provides the ability to control the strength,
consistency and size of a coffee drink.”

Other innovative and consumer-friendly technology on the Primea is the user interface. The Primea Touch Plus features
a 2 inch by 2.75 inch color touch screen for easy operation. The screen displays icons or text for easy programming of individual drinks as well as all machine maintenance functions. The Primea Ring features an interactive click wheel and LCD display, allowing the user to run his/her finger over the click wheel to choose from six beverages, set individual temperatures, adjust coffee dosage settings, change languages and even set the machine to water hardness for better maintenance.

All espresso machines in the Primea line include the following innovative features:

• Touch2Cappuccino®: Created by Saeco exclusively for the Primea line of ultra-automatic machines, Touch2Cappuccino® technology allows the user to prepare two cappuccinos simultaneously with a simple touch of a button. The milk container and milk steaming elements are completely integrated inside the machine which means the frothing and steaming of the milk is done internally and dispensed directly into the cup.


• Nanotechnology: Standard on all Primea machines, nanotechnology ensures the milk frothed inside the machine does not adhere to any of the internal components. A silver ion coating inhibits the milk from building up on the internal facets of the machine. By touching the appropriate icon, the machine will perform a cleaning cycle using the nanotechnology to remove any milk that may be left in the machine after frothing or steaming.


• Saeco Brewing System (SBS): The SBS dial is used to adjust the amount of pressure released in the brewing chamber, which will result in altering the strength and consistency of each individual coffee, ranging from mild to very robust. SBS provides users with an infinite amount of brewing choices from the strongest ristretto shot of espresso with a thick crema to a mild coffee with little crema.


• Touch Lift Technology: A motorized drip tray makes it possible to fit any size cup.

The Primea machines are available this fall at a suggested retail price of $2,700 - $3,200. For more information on
the product, technology or detailed model features, log on to www.saeco-tasteofluxury.com