But in the world's biggest coffee market, the US, instant coffee remains the poor relation, far smaller in volume terms than fresh coffee. The most dramatic development here in recent years is not so much the well publicised rise of Starbucks but the even steeper ascendancy of Keurig Green Mountain, makers of the home coffee making system that now offers branded coffee pods for rival suppliers.
Nescafe had just 2. The company began attempting to introduce the Nescafe name in the US in the s, but with limited success. By it remained marginal at best. However the US market became considerably more competitive during the year following Starbucks' introduction of its own Via instant coffee product. That business, which will retain standalone operations, sells a wide variety of high-end blends either through its own small retail network, or more significantly on subscription through its website.
Far more dramatic was the deal announced in whereby Nestle acquired perpetual global rights to all Starbucks' packaged retail products. The deal excludes ready to drink beverages like Frappucino managed by PepsiCo , and of course anything sold through Starbucks' existing retail estate.
They will still be available in K-Cup form for rival Keurig. Nescafe's product range has expanded dramatically over the years. Nescafe Original was joined by Blend 37 in , Gold Blend in Since then a host of product variants have been unveiled, including premium blends Alta Rica, Cap Colombie or Kenjara among others , decaffeinated and half-caffeinated versions, and a selection of cafe-inspired "specialty" products such as Espresso, Cappucino, Latte, Mocha and many more.
This is a blend of coffee and chicory. A more recent introduction is Nescafe 3in1, a ready-made blend of dehydrated coffee, milk and sugar, which launched in some European markets in and is slowly being rolled out in others. It made its UK debut in in response to the local launch of Starbucks' Via.
Nescafe Green Blend is one of the latest brand variants, a blend of roasted and unroasted beans which claims to be healthier than green tea. Another important launch is a new instant variant which contains micro-granules of ground coffee for a more sophisticated barista-style taste. In the s, Nescafe liquid syrups for making iced coffee at home were launched in Asia, and have gradually been rolled out globally.
Nescafe Energo, containing an additional vitamin-mineral complex, Actigen-E, was launched in Russia in early Nescafe launched iced ready-to-drink coffee in Asia in the early s, sold at retail or through a network of vending machines.
This concept has gradually been rolled out around the globe, arriving in Europe in as Nescafe Ice or Nescafe Xpress. The group introduced a clutch of new products in , along with a new unified global branding, in order to boost take-up among younger consumers. New products include ready-to-drink chilled coffee Shakissimo, launched in Europe. Rumours circulated in that the company was considering the introduction of a "fair trade" version of Nescafe, made from beans purchased at an artificially fixed above-market rate.
It was the first of the big coffee marketers to introduce a fair trade marque, and Partners Blend has been gradually introduced in other markets.
In its mature markets, such as Latin America or Europe, Nescafe now faces a challenge similar to that grasped by Coca-Cola in the s and s. Coca-Cola boss Robert Woodruff famously decreed that a cold Coke should always be "within an arm's reach of desire" of any consumer, and he established a national and later global network of bottlers, retailers and vending machines. One way forward was with a truly revolutionary "self-heating" version.
The product was retailed in a can containing a built-in chemical heating mechanism, activated when customers pushed a button on its base. The can reached drinking temperature in about three minutes, and even came in milk and milk-and-sugar variants. However early sales were disappointing, particularly since the can reportedly failed to get hot enough in cold weather.
The experiment was discontinued after a few years. It is the largest food company in the world measured by revenues. Nutrition has been the cornerstone of the company ever since. We own more than our name, our logo and our first infant-food product to our founder. Henri Nestle embodied many of the key attitudes and values that form part and parcel of our corporate culture: pragmatism, flexibility, the willingness to learn an open mind and respect for other people and cultures. Nestle has around factories, operates in 86 countries, and employs around , people.
Nescafe is a brand of instant coffee made by Nestle It comes in many different product forms. Nescafe coffee was originated in Brazil in the s as an early example of innovation and sustainable development. True to their heritage, they continue to support and work with farmers around the world. Having developed a way to make a quality cup of coffee simply by adding boiling water. Nescafe coffee was launched in Switzerland in In Nescafe brand extended its innovation by offering freeze-dried soluble coffee with the launch of Gold Blend.
Over the years, Nescafe product innovation has evolved further to capture even more of the natural aroma and flavor from every coffee bean. So why not buy this new toy?
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