Coffee giant Nestl é Coffee comprehensively upgraded Nestl é 1-2 instant coffee products

At present, the coffee market has great room for development, in which instant coffee is still the highest category in the whole coffee consumption market. Nestl é, a coffee giant famous for instant coffee, once again takes a fancy to the business opportunity to accelerate the upgrading of coffee products.

On May 18, Nestl é announced that Nestl é 1: 2 instant coffee has been fully upgraded, and the main purpose of the upgrade is to bring better products and experience to consumers.

This upgrade is Nestl é Coffee 1: 2 hand in hand with the new rock blood "Tiger Xiaochun", with live house performance to pay tribute to the new generation to face life with a "more daring" attitude and pursue a "more tasteful" life experience. In terms of products, Nestle Coffee taste has been upgraded from single bean to double bean blend, Nestl é has mixed Arabica and Robusta coffee beans, and released a new brand concept "more tasteful, more daring".

In this regard, he Wenlong, senior vice president of Nestl é Greater China Coffee Business, said: "Nestle Coffee has always been the engine of Nestle business growth." We are pleased to participate in and witness the change of Chinese coffee culture and the upgrading of Chinese coffee consumption. In the future, Nestle Coffee will continue to innovate in the Chinese market to meet more diversified consumer needs with richer products. "

In addition, Nestl é also proposes to achieve 100% recyclable or reusable packaging by 2025, while reducing the use of 1/3 primary plastics in packaging and promoting product upgrading, while actively implementing the commitment of sustainable development and comprehensively promoting the high-quality development of the coffee industry. in the future, the new Nestl é Coffee 1: 2 will take the lead in upgrading the product small packaging (except series products) to 100% recyclable packaging. The Nestle Coffee Plan proposed by Nestl é in 2010 has now invested 350 million Swiss francs, which includes a series of goals to optimize Nestle's coffee supply chain. Nestle Coffee will reduce and remove carbon emissions from coffee procurement sites and throughout operation. Nestle Coffee is expected to be supplied back to farmers by 2025 and to achieve 100% responsible procurement in the coffee category, with data showing that only 2020 Nestle Coffee has purchased 649000 tons of coffee beans. If nothing happens, Nestle Coffee will release a new roadmap for the sustainable development of Nestle Coffee by the end of this year.

Nestl é is the first coffee company to enter China. In 1989, Nestl é promoted instant coffee in China for the first time, focusing on the middle and low-end market. In addition, in recent years, Nestl é has accelerated the layout of the coffee market. Coffee has become one of Nestle's obvious business growth in China. Nestle Coffee has a wide range of products, most of which are sold from 1-to-2 milk coffee and ready-to-drink coffee.

In terms of Nestl é 1: 2 Milk Coffee, the snack generation quoted data from Kaidu in 2020 showing that 54% of new coffee consumers drank instant milk coffee in their first cup, and 65% of these new coffee consumers chose Nestl é 1: 2. In terms of Nestl é instant coffee, according to relevant data from Euromonitor International, the domestic ready-to-drink coffee market is expected to exceed 14.9 billion yuan in 2021, while Nestl é has a market share of more than 50%. In the past year, the total retail volume of China's instant coffee market reached 12.641 billion yuan in 2020, with Nestl é accounting for 71 per cent.

Although it has achieved good results, he Wenlong, senior vice president of Nestle's coffee business in Greater China, said: next, we will continue to innovate coffee products through different categories and forms.

* Image source: Internet

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