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Nestlé brand Nescafé is expanding its Ready-to-Drink cold coffee range to India, the Middle East and North Africa (MENA) region, and Brazil.
The company says the role out of the range aims to meet the needs of younger consumers “who prioritise convenience, variety, and on-the-go options that align with their fast-paced and dynamic lifestyles”.
“With Nescafé Ready-to-Drink, we want to bring new consumers to the coffee category and create completely new coffee-drinking occasions,” says Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit.
“Our delicious varieties provide the perfect refreshment to enjoy with friends, on the go, at home, or wherever you prefer. With markets like India and those in MENA having largely been untapped up until now, we are confident we can grow the cold coffee category in these geographies.”
Gen Z and Millennial consumers are said to be driving the interest in chilled coffee drinks internationally. Nestlé says it is tapping into the potential of the Indian and MENA markets, where approximately 25 per cent of the population are young people. The Nescafé Ready-to-Drink range includes varieties such as latte, cappuccino and mocha as well as caramel and chocolate flavours.
The launch in India, MENA, and Brazil follows successful launches of the Nescafé Ready-to-Drink range in China, Thailand, Indonesia, Malaysia, Singapore, Japan and Turkey – countries where the company says the ready-to-drink culture is well established and growing.
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