/PRZWT/April 16, 2024 Yunnan - Faced with the continuous upgrading and changes in China's coffee consumption market, Nestlé Coffee announced brand updates and product upgrades in Pu'er, Yunnan on April 11. Building on the brand value proposition of "daily reminders", Nestlé Coffee's new product layout focuses on more immersive coffee scene consumption, focusing on four product experiences of lasting refreshing, immersive experience, fusion flavor and healthy self-discipline, leading consumers to explore a more interesting coffee journey. The six series of new products released this time, including Orange C American, Citrus Oolong Latte, Super Concentrate, Iced Latte, Iced Coconut American, Oatmeal Latte, and Fruit Light Coffee, the first coffee and fruit tea in the Chinese market, have all changed from focusing on products to focusing more on human experience, striving to push consumers' coffee experience to a new height.
As the market for coffee consumption changes, Nestle ́ continues to explore "the next cup of interesting coffee"
In the context of an extremely dynamic market growth environment, China is forming its own unique and constantly updated coffee consumption trends, and consumers' taste needs and drinking scenarios have become more diverse. CBNdata's forward-looking economist research shows that the link behind coffee consumption is the need for emotional value based on the refreshing functional attributes of coffee, the cultural attributes of refined living, and the social attributes of "third space". Chinese consumers' demand for coffee has shifted from paying for functionality to paying for spiritual pleasure, and "relaxation and soothing" have become the most important factors for consumers to buy.
Based on insights into China's local coffee market, Nestlé Coffee will rearrange its product line in combination with drinking scenarios and target audiences, and will explore where the "next cup of interesting coffee" is, carry out localized innovation and scene expansion, and strive to cover consumer pain points with more and better products, leading coffee consumption into the "3.0 product experience-driven era".
New products are fully unveiled to meet the four major consumer experiences
Alfonso Troisi, senior vice president of Nestlé's Greater China Coffee Division, emphasized when sharing the brand renewal concept that Nestlé Coffee continuously refines the four product experiences of lasting refreshing, immersive experience, fusion flavor, and healthy self-discipline around consumer needs, and launches six new products to meet the diverse needs of consumers.
In terms of immersive experience, for the high-end white-collar crowd, we have ingeniously developed 15x espresso coffee jointly developed by multinational coffee masters to restore the good flavor of coffee. A special series developed according to the local scene has launched orange C American and citrus oolong lattes with real orange juice, bringing consumers more integrated flavor product experience through "coffee + everything". The new ice-feeling formula of iced lattes does not contain any trans fats, dissolves in cold water to drink, breaking the limit of instant coffee on brewing water temperature.
Plant-based beverages are increasingly popular with young consumers for their nutritional, delicious and eco-friendly advantages. This time, Nescafe Coffee has also launched two plant-based coffees - Oatmeal Latte and Iced Coconut American, which reinvent the plant-based positioning through a higher-level nutritional combination, low sugar and low fat, and perfectly balance delicious and healthy.
Based on its commitment to the sustainable development of the coffee industry, Nestlé Coffee has continuously extended the value curve of green coffee beans and launched the first coffee and fruit tea products in the Chinese market - Determine Light Coffee, tap the treasure of peeled coffee, and become a "new species" of coffee with economic value, 0 sugar and 0 fat, novel flavor, fresh taste and a small amount of caffeine, so that people can refresh and recharge from light fatigue. Determine Light Coffee has both health and environmental protection attributes, not only providing consumers with unique experiences and new choices for consumers who pursue healthy and delicious products, but also leading the flavor trend and guiding consumers to become advocates of green living and practitioners of sustainable lifestyles.
The launch of coffee and fruit tea has not only brought more vitality to the market and extended the industrial chain of Yunnan coffee, but also reflects the original intention of Nestlé Coffee to adhere to sustainable development in Yunnan: Nestlé actively embraces the concept of circular economy and promotes the recycled food system on a large scale. Sure enough, the innovation of light coffee is an attempt
