Nescafe USA launches coffee concentrate concept
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Nescafe USA has expanded its product range with the launch of its first-ever liquid coffee concentrate, Nescafe Espresso Concentrate.
Made from 100 per cent Arabica beans, the coffee concentrate is available in two flavours: Black and Sweet Vanilla. It can be served over ice or mixed with milk or water.
The Nescafe Espresso Concentrate was successfully launched last year in Australia and China.
Felipe Acosta, the senior brand manager for Nescafe, said the new format is designed to provide consumers with an easier way to create cafe-style drinks at home.
“While the tastes of Gen Z and millennial consumers are constantly evolving, the demand for cold, convenient, customisable, and cafe-quality coffee remains strong,” said Acosta.
The company says two out of three youth globally regularly drink cold coffee drinks.
“The brand’s first-ever liquid espresso empowers consumer creativity, allowing adventurous coffee lovers to make beverages in an instant – without the need for any extra machinery, all from the comfort of their own homes.”
Nescafe Espresso Concentrate comes in a 300ml bottle – enough for about 20 cups of espresso when prepared as directed – and has an RRP of US$9.49.
Questions & Answers
Q.What is Nescafe USA launching, and what are its key features?
What is Nescafe USA launching, and what are its key features?
Nescafe USA is launching Nescafe Espresso Concentrate, its first liquid coffee concentrate. It is made from 100 per cent Arabica beans and comes in Black and Sweet Vanilla flavours, designed for easy home preparation of cafe-style drinks.
Q.Why has Nescafe USA introduced this new product to the market?
Why has Nescafe USA introduced this new product to the market?
The new concentrate aims to meet the strong demand for cold, convenient, customisable, and cafe-quality coffee among consumers, particularly Gen Z and millennials. It allows them to create drinks without special machinery.
Q.How has Nescafe Espresso Concentrate performed in other markets prior to its USA launch?
How has Nescafe Espresso Concentrate performed in other markets prior to its USA launch?
The Nescafe Espresso Concentrate was successfully launched in Australia and China last year. Nescafe USA is now bringing this concept to the American market after its proven success elsewhere.
Q.What is the typical size and cost of the Nescafe Espresso Concentrate bottle?
What is the typical size and cost of the Nescafe Espresso Concentrate bottle?
Each bottle of Nescafe Espresso Concentrate is 300ml, providing enough for approximately 20 cups of espresso when prepared as directed. It has a recommended retail price of US$9.49.
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