Nestlé’s Nescafé brand is launching Ice Roast, its first ever soluble coffee designed especially for consumption with cold water or milk, over ice.
The brand noted that 15% of coffee in the world is now drunk cold, with the majority of this consumed by younger people, especially Generation Z. In line with this trend, there is rising demand for products that allow people to recreate café-style cold coffee experiences in the home.
Nescafé Ice Roast is initially launching in China this month, with Mexico to follow.
Developed at Nestlé’s coffee R&D centre in Orbe, Switzerland, the coffee granule structure dissolves quickly and easily in cold liquids.
Damien Tissot, Head of Nestlé’s Product Technology Center Coffee, said: “With Ice Roast, we’ve created a light-medium roast that’s ideal to drink cold, with a smooth texture and cocoa notes that unlocks new sensory territory. By applying an innovative mindset, our teams have created a new sensory experience in cold coffee.”
Donald Howat, Global Category Lead for Nescafé, added: “Cold coffee is hot, with a new generation of coffee drinkers entering the category through cold. We’re really excited by this launch, because Ice Roast gives them the opportunity to enjoy an even better cup of cold coffee at home and recreate their favourite drinks.”
NAM Implications:
- Key is why it took so long…
- Possibly not an easy process by producers or consumers at home.
- Meaning difficult for rivals to follow?
- And a real step forward by the leading coffee brand.
