Nestlé’s Nescafé brand is bringing its Ready-to-Drink cold coffee range to new markets, expanding into India, the Middle East and North Africa (MENA) region, and Brazil.
The move aims to cater to younger consumers who value convenience, variety, and on-the-go options that fit their fast-paced lifestyles.
“With Nescafé Ready-to-Drink, we want to bring new consumers to the coffee category and create completely new coffee-drinking occasions,” said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit.
“Our delicious varieties provide the perfect refreshment to enjoy with friends, on the go, at home, or wherever you prefer. With markets like India and those in MENA largely untapped until now, we are confident we can grow the cold coffee category in these regions.”
Chilled coffee drinks are growing in popularity worldwide, particularly among Gen Z and Millennials. Nestlé sees significant potential in India and MENA, where young people make up around 25% of the population. The Nescafé Ready-to-Drink lineup includes latte, cappuccino, and mocha, along with caramel and chocolate flavors.
The expansion follows successful launches in China, Thailand, Indonesia, Malaysia, Singapore, Japan, and Turkey—markets where ready-to-drink coffee is already well established and growing rapidly.
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