07 May 2024 Nescafé launches premium Espresso Concentrate coffee
Nestlé is tapping into the growing cold coffee trend with this new launch….
In 2023, 32% of the coffee consumed out of home was cold, the equivalent of one in every three cups. This segment is one of the fastest growing in the coffee industry, with a 15% consumption increase in the past four years1.
Younger generations, in particular, have embraced the trend of drinking their coffee cold, and the rise of specialty coffee shops and cafés offering a wide range of cold coffee options has contributed to making it accessible and appealing to consumers.
Leveraging this trend, Nescafé has launched its new Nescafé Espresso Concentrate. Designed to capture the out-of-home cold coffee experience, this premium liquid coffee concentrate brings barista-style personalized iced coffees to consumers’ homes. Here’s how:
- Customisable: consumers can simply add a small shot of Espresso Concentrate to milk, to have a creamy iced Latte, to water for a robust Americano, or even mix it in a refreshing twist with a lemonade or juice.
- Quality coffee: a blend of selected coffee varieties roasted and brewed to deliver a rich and bold taste.
- Uncomplicated: no special equipment or barista skills needed.
Philipp Navratil, head of Nestlé’s Coffee Strategic Business Unit, said “Young coffee consumers start drinking their coffee cold. With the Nescafé Espresso Concentrate we want to capture the growing out-of-home cold coffee trend and bring it in-home, with a quality premium cold coffee, in a convenient, simple, and customisable way.”
The Nescafé Espresso Concentrate is currently available in two flavours: Sweet Vanilla, for a touch of flavour to the coffee ritual; and Espresso Black, for a bold and intense coffee.
It is launching this month in selected retailers in Australia, in bottle format, and in e-commerce platforms in China as a single serve pod to pour over milk, water, or juice. It is set to expand to markets worldwide over the coming years.
Source: Nestlé