NESCAFÉ, Thailand’s coffee mix market leader, aims to attract even more young coffee fans with the launch of the brand-new “NESCAFÉ LATTE.”
This new series of coffee mixes offer a fantastic taste sensation and a fun coffee experience with two distinctive flavors: Milk Tea Espresso and Caramel Biscuit. The launch enhances NESCAFÉ’s coffee mix portfolio by increasing the range of coffee mix products offered to satisfy the needs of consumers in all segments.
NESCAFÉ is also breaking the rules of standard coffee marketing, taking it to another level by using a content marketing strategy through its first collaboration with Nadao Bangkok. Together, they are developing a new style of a marketing campaign to treat young coffee lovers by introducing brand ambassadors who will encourage unexpected experiences among coffee enthusiasts.
Ms. Naritta Vipulyasekha, Manager– NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., stated, “Among young consumers, there is a trend towards higher interest in coffee mixes. NESCAFÉ’s coffee mixes product group enjoyed a 1.5% growth in sales volume in 2015, which is more than 0.7% growth of the total coffee mix market, which is valued at 16.341 billion baht. Today, young people enjoy drinking more flavored coffee out of home as well as having bubble milk tea fever.
NESCAFÉ LATTE’ is a new coffee mix product range developed under the idea ‘New NESCAFÉ LATTE Redefine coffee experience with an unexpected twist of flavors’. To ensure we reach the new generation of consumers, so they understand how we meet their needs, we have invested a 50-million-baht for this launch,” she added.
NESCAFÉ LATTE offers more than the typical coffee flavor, with hidden and unexpected tastes in every sense through the unusual combination of the rich aroma of Robusta coffee in NESCAFÉ’s style together with two delightful new flavors. Milk Tea Espresso mixes Robusta coffee with black tea, which offers the intense flavor and enjoyable aroma that goes perfectly with Robusta coffee, and Caramel Biscuit, which combines Robusta coffee with a hint of delightful caramel for a well-balanced and tasty flavor.
“We are confident the launch of NESCAFÉ LATTE will enable NESCAFÉ to win the hearts of the new generation a lot more while enhancing our coffee mix portfolio to fulfill the needs of all generations of coffee lovers and intensify our leadership in the Thai coffee mix market,” said Naritta.
NESCAFÉ LATTE integrates intense Robusta coffee with new flavors. NESCAFÉ LATTE Caramel Biscuit is perfect for those who prefer a tasty and rich aroma. In contrast, those who like a well-balanced and tender aroma can enjoy NESCAFÉ LATTE Milk Tea Espresso. Both offer delicious flavor, whether hot or cold and are available throughout stores in Thailand.