Meet HERBPRESS — debuting at HostMilano 2025
Forget tea bags and long steeping times. The next big thing behind the counter is here:
the “botanical cappuccino” — a creamy, herbal twist on your coffee routine, ready in seconds.
After bubble tea and matcha latte, comes the herbal espresso, served in a short cup or topped with silky foam. The innovation is called Herbpress, and it’s set to debut at HostMilano 2025 — from October 17–21 at Fiera Milano Rho (Pavilion 16, Stand B39) and around the city at Confine, Tone Bread Lab, Fola, and Eris.
Created by Nicola Robecchi, gastronomist and founder of Wilden Herbals, and co-developed with I.M.S. (Industria Materiali Stampati S.p.A.), world leader in espresso filter technology, Herbpress brings a fresh, modern perspective to the tea experience — quick, natural, and made for the bar.
“With Herbpress, we wanted to change perspective: tea is no longer just an evening ritual at home, but a bar experience — with the same elegance and rituality of espresso.”
— Nicola Robecchi, Founder of Wilden Herbals
The rise of clean & botanical drinking
From mocktails to functional beverages, the “clean drinking” movement is reshaping the beverage world. Consumers — especially Gen Z — are looking for natural, alcohol-free options that still deliver pleasure and creativity.
Herbpress answers that call: a fast, versatile, and caffeine-free solution that turns herbal infusions into a full-bodied, aromatic experience — perfect for bars, cafés, and bakeries embracing the next evolution of wellness drinks.
“Our guests love it — it’s new, playful, and surprisingly delicious. The botanical cappuccino has become a hit on our menu.”
— Giovanni Marabese, Founder of Tone Bread Lab
From home ritual to bar counter
Born from Wilden Herbals’ mission to reclaim the authentic essence of herbal tea — organic blends, no caffeine, no added sugar, no artificial flavors — Herbpress combines nature and innovation through a patented espresso-brew system.
Thanks to a custom I.M.S. filter with a laser-etched membrane, the espresso machine becomes a new tool for extraction: fast, clean, and perfectly balanced.
The result?
A creamy “botanical cappuccino”, or a short herbal espresso, intense and aromatic — to be enjoyed hot or transformed into botanical mocktails served on the rocks.
Where to Try Herbpress During HostMilano
- Confine
- Tone Bread Lab
- Fola
- Eris
October 17–21 – Fiera Milano Rho
Pavilion 16, Stand B39 – Wilden Herbals x I.M.S.
Daily demos, tastings, and botanical cocktails by bartender Niccolò Avanzi during aperitivo hour.
Saturday, October 18 at 5:00 PM
Official Herbpress presentation during Out of the Box Milan by La Marzocco, at Superstudio Più.
Join the infusion revolution!
Ready to bring Herbpress to your bar or café?
Book a meeting at HostMilano or request our technical brochure and Ho.Re.Ca. partner program.
info@herbpress.com
HERBPRESS by Wilden Herbals & I.M.S.
Where technology meets nature — the new ritual of botanical espresso.
