Product Overview
Nescafé Espresso Concentrate is a liquid coffee base designed specifically for making iced coffee drinks at home.
Available in two flavors: Sweet Vanilla and Espresso Black.
Promises a rich, bold coffee taste suitable for various iced coffee variations.
Emphasizes convenience and customization without needing extra equipment.
Market Context
Cold coffee consumption is a growing trend, especially among younger consumers.
This launch positions Nescafé to capture this market segment with an in-home solution.
Nestlé's Strategy
Leverages Nestlé's coffee expertise to tap into a new format for cold coffee consumption.
Focuses on quality, taste, convenience, and personalization to appeal to consumers.
Launch Details
The initial launch is in Australia (bottle format) and China (single-serve pods).
Key Quotes
Philipp Navratil (Nestlé): "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..."
Damien Tissot (Nestlé): "...we build on our expertise to create tasty and convenient coffee-at-home experiences for cold consumption."
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