Nestlé’s Nescafé brand is broadening its Ready – to – Drink (RTD) cold coffee offering to India, the Middle East and North Africa (MENA) region, and Brazil.
The company’s expansion aims to cater to younger consumers. These individuals, the company notes, place a high value on convenience, variety, and on – the – go choices that suit their fast – paced and dynamic lives.
Michael Briner, the Zone AOA and Global Category Lead for Ready – to – Drink at Nestlé’s Coffee Brands Strategic Business Unit, commented, “With Nescafé Ready – to – Drink, our goal is to attract new consumers to the coffee category and establish entirely new coffee – drinking moments. Our scrumptious varieties are the ideal refreshment, whether you’re with friends, on the move, at home, or anywhere you like. Given that markets like India and those in MENA have been largely unexplored until now, we’re confident we can expand the cold coffee category in these regions.”
It’s reported that Gen Z and Millennial consumers are fueling the global interest in chilled coffee beverages. Nestlé is capitalizing on the potential of the Indian and MENA markets, where around 25% of the population is young. The Nescafé RTD range features options like latte, cappuccino, mocha, along with caramel and chocolate flavors.
This launch in India, MENA, and Brazil comes after the successful roll – out of the Nescafé RTD range in China, Thailand, Indonesia, Malaysia, Singapore, Japan, and Turkey. In these countries, Nestlé says the RTD culture is well – established and on the rise.
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