Nov 28, 2024
Nescafé instant coffee designed for hot and cold drinks
Nestlé’s has developed a new range of Nescafé soluble coffee that can be used to make both hot and cold drinks.
Nescafé Classic hot&cold Launched under Nescafé Classic label, the range comes in two different natural flavours – caramel and hazelnut – that dissolve when mixed with either hot or cold water. Nestlé claim that 15% of coffee globally is now drunk cold, with “rising demand for products that allow people to recreate café-style cold coffee experiences in the home”.
Axel Touzet, Head of Nestlé’s Coffee Strategic Business Unit, added: “Both cold and flavoured coffee are currently trending with younger consumers. This launch is another step forward in our efforts to deliver coffee innovations that resonate with the next generation of coffee drinkers.”
A big brand – and Nescafé is a true leader – has a range for a reason. There are multiple consumer needs and occasions that present potential opportunities. Successful brand-building and innovation is about making long term choices about the category – where we play, what we launch, why and when. This complexity is why brands need a clear brand architecture. Within this, brands use innovation to test the water in new or emerging segments, to challenge competitor activity or to lead and disrupt. The best brands always ensure the core remains strong and supported.
Nescafé has innovated in cold/iced coffee for a long time… Nescafé Frappe, or the Iced Latte range for example. So, what’s new? Two things stand out.
1. This is intended to be a volume, mainstream play. First it is launched in the distinctive core jar shape. The previous products have tended to be single-serve sachets, smaller pack sizes and ready-to-drinks. Secondly, there is no major sub-branding. This demonstrates that the brand is targeting this as a regular, daily-use product not an occasional alternative. The hot or cold option is the key innovation that enables this to happen. It is convenient and adds a layer of personal choice.
2. The second big element is linking the mainstream offer to flavour. A double whammy. Again, flavour has been a niche idea, or a coffee shop treat. As the brand says, this is part of tackling the biggest challenge facing the category – getting the next generations to drink coffee more often. Choices – flavours, hot and cold, an accessible mainstream offer – will be key to delivering this.
If the product delivers on taste and user experience this is a launch worth watching. Brand building is a long-term process, a clichéd journey. Short-term results matter, the innovation needs to establish itself, but we suspect this is a strategic play to take emerging needs and audience targeting firmly into the mainstream. The bold decision is to link this more closely to the brand core. This is a fabulous example of #whatbrandsdo.
