Nestlé revamps Red Cup Pasom Kafe Kua Bod La-iad
Nescafé has relaunched Nescafé Red Cup Pasom Kafe Kua Bod La-iad. It is the first coffee in Thailand with quality you can actually see when you finish your cup, the company claims.
Nescafé’s recent consumer study of Thai coffee lovers showed they wanted to enjoy a personal moment of pleasure with their own personalised cup of coffee, with the flavour and aroma of freshly roasted coffee just like they get in a coffee shop. Nescafé Red Cup Pasom Kafe Kua Bod La-iad, or what Thai consumers often refer to as “Kafe Sod”, was created to meet this growing demand.
“This change started with the introduction of Nescafé Blend & Brew, Pasom Kafe, Kua Bod-La-iad, almost one year ago,” said Vladislav Andreev, business executive manager for the firm’s coffee and creamer business unit. “It was very successful. Since its launch, 2.5 billion cups of Nescafé Blend & Brew have been consumed, which is over 100 cups per second.
“We are building on Nescafé Blend & Brew’s tremendous success by reinventing Nescafé Red Cup Pasom Kafe Kua Bod La-iad, which shares the same core values as Nescafé Blend & Brew. New Nescafé Red Cup offers a unique three-signature sensorial coffee experience.
“To enjoy this experience fully, try new Nescafé Red Cup black, without sugar or milk,” he added.
Developed over a two-year period with the combined expertise of Nescafé’s two technology centres in Switzerland and the United States, Nescafé Red Cup uses Nestlé’s innovative micronised roasted coffee (MRC) technology and double filter technology.
“We are investing Bt800 million to launch new Nescafé Red Cup in Thailand, with Bt400 million to upgrade the production facility with innovative technologies and Bt400 million for marketing activities,” Andreev said.
