Nestlé launches NESCAFÉ Espresso Concentrate Style for Iced Coffee Trend
Nestlé Deutschland AG introduces NESCAFÉ Espresso Concentrate Style, enabling quick homemade iced coffee. The product targets younger consumers embracing the cold coffee beverage trend and is available in three flavors.
Nestlé Deutschland AG has launched NESCAFÉ Espresso Concentrate Style, aiming to tap into the growing iced coffee trend. The product allows consumers to quickly prepare iced coffee beverages at home by simply mixing the concentrate with ice and milk, eliminating the need for special equipment.
The new NESCAFÉ Espresso Concentrate Style is particularly aimed at younger demographics, such as Generation Z and Millennials, who studies indicate prefer cold, customizable coffee drinks. The product is offered in three varieties: Vanilla, Caramel, and Black (unsweetened). Each 500ml bottle provides approximately 16 servings and retails at a suggested price of 6.29 euros.
Nestlé's move supports its strategy to strengthen its coffee market presence by investing in trending products like iced coffee concentrates. The company previously introduced the product successfully in markets including Australia and the USA. The rollout in German-speaking markets is accompanied by a comprehensive marketing campaign utilizing digital platforms, social media, and live events.
The campaign emphasizes the product's ease of use and versatility. Collaborations include the reality TV show "Die Bachelors" and TikTok influencers. The initiative aims to make homemade iced coffee simple and enjoyable while promoting the NESCAFÉ brand.