Botanical Infusions Meet Espresso Precision

We had a conversation with Nicola Robecchi Co-Founder Wilden Herbal, to know about their experience in the development of their award-wining product Herbpress.

T Hospitality: Could you explain what Herbpress is and why it represents a relevant solution for the HORECA sector?

Wilden Herbal: Herbpress is currently the only patented system that transforms an espresso machine into a professional tool for the instant extraction of pure medical herbs. It was born from a simple yet crucial question: how can we bring the precision, speed, and ritual of espresso into the world of botanical infusions?

For the HORECA sector, Herbpress delivers at least three innovative advantages. The first is time: in under 60 seconds, it becomes possible to serve an aromatic, intense, and authentic infusion using equipment already available in most venues. The second is taste: thanks to the extraction pressure typical of espresso machines, the infusion is more structured, full-bodied, and persistent compared to traditional methods. The third is the menu offering: Herbpress enables venues to introduce a real alternative to coffee, serving the product either in a large cup or as herbal shots—small, concentrated extractions with a bold flavour profile. This also opens the door to modern interpretations such as botanical cappuccinos and new signature beverages.

TH: What makes the Herbpress technology unique? How does it influence the aromatic profile and taste of the final product compared to traditional infusion methods?

WH: Herbpress is unique because it applies the principles of espresso extraction precision to the botanical world. Developed by Wilden Herbals in collaboration with IMS Filtri, the system uses components specifically designed to ensure even water distribution, controlled pressure, and extraction times optimised for medicinal herbs. Compared to traditional infusion methods, the result is a more intense, clean, and defined aromatic profile. Botanical notes are enhanced without over-extraction or dilution, and the final taste is more consistent, repeatable, and professional. Each infusion preserves the authenticity of the plant, but with a structure and depth that recalls the sensory experience of espresso.

TH: In today’s market, do you consider Herbpress a unique product, or are there competitors? If so, how does your solution stand out?

WH: At present, Herbpress is a truly unique product. While there are alternative ways to prepare infusions—such as dedicated machines, capsules, or manual solutions—no other system integrates botanical infusions into the professional espresso ecosystem.

What makes Herbpress distinctive is that it does not introduce a new machine: instead, it enhances equipment already in place by using a patented filter. It is an immediate gesture that any operator can perform effortlessly, with no complex training required. Herbpress is the result of deep botanical and engineering research and offers a solution that is scalable, sustainable, and designed for everyday professional use.

TH: Which markets are you currently present in, and which hospitality segments are showing the strongest interest in your technology?

WH: Herbpress is currently present mainly in Europe, with a focus on Italy and other markets with a strong espresso culture. We are seeing significant interest from specialty coffee shops, mid-to-upscale hotels, wellness spaces, and innovative corporate environments. In particular, venues looking to differentiate themselves through a more conscious, natural, and wellness-oriented beverage offer are responding most positively to Herbpress. The system is perceived not only as a technology, but as a new ritual to integrate into the guest experience.

TH: Looking ahead, are you planning to introduce or expand Herbpress into Gulf markets? Do you believe the region is ready for this type of innovation in beverages and foodservice?

WH: Yes, the Gulf markets represent an area of strong strategic interest for Herbpress. The region is highly receptive to innovation, with a strong focus on premium experiences, wellness, and emerging trends within food and beverage.

We believe the GCC is particularly ready for a solution like Herbpress: the combination of high service standards, openness to new technologies, and a growing demand for natural alternatives to coffee creates an ideal environment. Our aim is to introduce Herbpress as a new standard for professional infusion service—capable of engaging with different cultures while maintaining a strong and recognizable Made in Italy identity.