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Orbe, Switzerland – almost a century unknown factory in the unsuspecting city under the Swiss mountains has been taking some of the most widely used trends of coffee, which was cured by the giant NESCAFE caffeine.
From the launch of its flagship coffee in 1938 to dried granules and later capsules, later Wilderness-The home brand is now aimed at the latest iteration for the next generation of coffee lovers.
“We need to develop solutions specifically to bring young people into the NESCAFE brand,” said CNBC Don Howat, Global Catice Lead for Nescafe in Nestle.
For NESCAFE, this means the orientation of the cold coffee on the balloon. To date, a third (32%) coffee consumed outside the home is estimated by the company. For many young consumers, namely Gen Z, this is often their first introduction into a ubiquitous drink.
“Heartland nescafe is really in the morning, drunk hot,” Howt continued. “We are trying to move into a space that during the day – more in the afternoon, used cold, reorienting this young generation.”
“This gives a very exciting growth opportunity for NESCAFE.”
Setting on Gen-Z
Coffee is a big bet for Nestle, and Nescafe and Sister Nespresso brand take into account two of the six key priorities for 2025.
This is a return to the core For the world’s largest nutrition and beverage company, the main lines include coffee, pet care and food under popular brands such as Nespresso, Purina and Kitkat.
Nestle stock lagged from major competitors such as Type and Danon In recent years, against the backdrop of weaker sales and revised recommendations, even when the sector as a whole is under pressure from higher goods and increased competition of private labels.
CEO Laurent Frass, who took the helm in September, promised to refocus the business, saying Many acquisitions under his predecessor “weakened the fabric” of the company.
“We want less, more, the best innovations. We want a breakthrough and impact,” Frasci said at the media measuring this month, citing coffee as one of the categories with the highest victory level. “
Nestle, Unilever and Danone.
The latest Gambit firm, NESCAFE Espresso Concentrate, still means a new approach to the development of products – one that it plans to spread to other categories. Cold fluid concentrate, which can be used as the basis for cooled caffeine, was developed during the research and development (NDKR) accelerator and tested in American Kroger stores before its final sign.
Recently, this is one in the flow of cold coffee products that flooded the market, but most found themselves in a mixed, ready -to -drink (RTD). Nestle says its goal is to set up, and concentrate designed to make consumers “hacked” their coffee at home according to their preferences, such as adding milk, water, lemonade or other drinks.
“Most young people grew up with cold coffee … Their expectation is cold coffee, a lot of flavors, textures, additions,” Hota said.
Launched in Australia at the end of 2024, since then this product has expanded to the US, UK, Canada, Japan, China and Singapore with plans for further markets. Meanwhile, cooperation with the influential Zak King sees product marketing in social media users.
“It achieves what we sought to achieve,” Howt said. “It just takes the brand into another space.”
Alternative to alcohol
Now the coffee giant hopes that, focusing on new consumers and consumption habits, it can lay the way to further expand in adjacent categories.
This includes the penetration of traditional tea markets such as India, China and Japan, creation and premium, as well as targeting new consumption cases.
“What’s interesting about young consumers is that they drink much less alcohol,” Houtt said.
Consistent studies have shown to reduce alcohol consumption among Gen Z compared to previous generations that causes a splash Non -alcoholic and health and wellness orientations. July Studies from the ISWR poll sought to debunk this story by citing The crisis of life as a source of perceived abstinence tendency.
However, NESCAFE said it sees a new volume to accommodate coffee as a whole day of the product and a complex alternative to alcohol.
“When they talk to their friends in the evening, they would like to drink something adult, but maybe no alcohol,” he continued.
“It gives NESCAFE the opportunity to get into this space, perhaps with the products without caffeine, with cold products, condescending products,” he said.
