Thursday, July 09, 2020

Nescafé outlays Bt200 million to expand its Americano range with new Zero Sugar variant

Apr 09. 2019
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By The Nation

Nescafé, Thailand’s No-1 coffee brand, is expanding the black coffee-mix market segment by investing Bt200 million to drive its Nescafé Americano range, with the launch of a new no-sugar variant called Nescafé Americano Zero Sugar – under the concept “0% Sugar with a Pure Intense Coffee Taste”.

Responding to the trend among the new generation of coffee lovers to drink black and iced coffee, the new variant is Thailand’s first café-style zero-sugar black coffee mix, offering the full taste and aroma of finely ground roasted Arabica coffee with no sweetness and only five calories. 

Certified with the “Healthier Choice Logo, it’s a cold soluble coffee that is easy to prepare and great when served either iced or hot, according to the maker. 

Nescafé Americano has also introduced Thanapob “Tor” Leeratanakajorn as its brand ambassador to reinforce the brand as the “coolest black drink for the new generation”.

The Thai bcoffee-mix market, valued at Bt16.2 billion, grew 5.1 per cent last year. 

Nescafé established the two-in-one category when it launched Nescafé Americano in March last year. 

It has been tremendously successful, receiving great feedback from the new generation of coffee drinkers, with 71 per cent of Nescafé Americano consumers aged 20 to 39, the company said. 

The Americano and black coffee trend is also showing strong growth in other models. 

At NESCAFÉ [email protected], Iced Americano is the second best-selling beverage, while Nitro Americano is in fourth place. 

For Nescafé Dolce Gusto, black coffee is the best-selling beverage with growth of over 31 per cent.

Victor Seah, chairman and chief executive officer of Nestlé Indochina, said on Tuesday: “Following the great response to Nescafé Americano, I am pleased that we are celebrating the launch of new Nescafé Americano Zero Sugar. It’s the coolest black drink with no sugar that meets Thai coffee lovers’ evolving preference for healthier black coffee ... This product innovation is our latest SKU to be certified with the Healthier Choice Logo. 

“It strengthens Nestlé’s position as the leading food and beverage company, with 48 SKUs certified with the Healthier Choice Logo, the highest number for any company in our category.”

Naritta Vipulyasekha, business manager – Nescafé Coffee Mixes; Nestlé (Thai), said: “Innovative new Nescafé Americano Zero Sugar is the result of our understanding the changing needs of the new generation of coffee drinkers who want a healthier choice for black and iced coffee. Based on our social listening, we discovered that there is consumer demand for Americano coffee that is not sweet and does not contain any sugar.”

Brand ambassador “Tor” Thanapob will convey the product concept of Nescafé Americano through a new commercial entitled “Cool You Down,” which airs from today on leading TV stations and digital platforms.

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