Nestle Coffee’s six new products of the year are unveiled, focusing on a new journey of consumer experience

Source: Meituan News Agency

Beijing, April 12, 2024/PRNewswire/– Faced with the continuous upgrading and transformation of the Chinese coffee consumption market, Nestle Coffee announced brand renewal and product upgrades in Pu'er, Yunnan on April 11. On the basis of the brand proposition of "reminding every day", Nestle Coffee's new product layout focuses on more immersive coffee consumption scenarios, focusing on four major product experiences: long-lasting refreshing, immersive experience, blended flavor, and healthy self-discipline, leading consumers to explore more interesting coffee journeys. The six major series of new products released this time, including Orange C American style, Citrus Oolong Latte, Super Concentrated Coffee Liquid, Iced Attack Latte, Iced Coconut American style, Oat Latte, and the first coffee fruit tea in the Chinese market – Sure Enough Light Coffee, have all shifted their focus from products to people's experience, striving to push consumers' coffee experience to a new height.

Figure 1: Nestle Coffee releases six new series of products

Changes in the coffee consumption market, Nestle continues to explore 'the next fun cup of coffee'

In a highly dynamic market growth environment, China is forming its own unique and constantly evolving coffee consumption trend, with consumers' taste demands and drinking scenarios becoming more diverse. The CBNdata Prospective Economist study shows that based on the functional attributes of coffee to refresh the mind, the cultural attributes of refined living, and the social attributes of the "third space," the demand for emotional value is linked behind coffee consumption. Chinese consumers' demand for coffee has shifted from paying for functionality to paying for spiritual pleasure, with "relaxation and soothing" becoming the most important factor for consumers to purchase.

Based on insights into the local coffee market in China, Nestle Coffee has reorganized its product line by combining drinking scenarios and target audiences. It will explore where the "next interesting cup of coffee" is, carry out local innovation and scene expansion, and strive to cover consumers' pain points with more and better products, leading coffee consumption into the "3.0 product experience driven era".

All new products in the series make a heavyweight debut, meeting the four major consumer experiences

Alfonso Troisi, Senior Vice President of Nestle's Coffee Business Unit in Greater China, emphasized during the brand renewal concept sharing that Nestle Coffee focuses on the needs of consumers, continuously refining four major product experiences of long-lasting alertness, immersive experience, fusion of flavor and health self-discipline, and launching six new products to meet the diversified needs of consumers.

Figure 2: Alfonso Troisi, Senior Vice President of Nestle's Greater China Coffee Business Unit

In terms of immersive experience, targeting high-end white-collar workers, we have collaborated with coffee masters from multiple countries to develop a 15 fold concentrated liquid, ingeniously reproducing the good flavor of coffee. Based on local scene research and development, a special series has been launched, including Orange C American and Citrus Oolong Lattes with real orange juice added, bringing consumers a more integrated flavor product experience through the "coffee+everything" approach. The new ice sensation formula of Ice Attack Latte does not contain any trans fat and can dissolve in cold water when consumed, breaking the limitation of instant coffee on brewing water temperature.

Figure 3: Nestle Coffee Ultra concentrated Coffee Liquid

Figure 4: Nestle Coffee Orange C American

Figure 5: Nestle Coffee Ice Attack Latte

Plant based beverages have multiple advantages such as nutrition, deliciousness, and environmental friendliness, and are increasingly favored by young consumers. Nestle Coffee has also launched two plant-based coffees – oat latte and ice coconut Americano, reshaping the plant-based positioning through higher-level nutritional combinations, low sugar and low fat, perfectly balancing deliciousness and health.

Based on its commitment to sustainable development in the coffee industry, Nestle Coffee continuously extends the value curve of coffee beans and launches the first coffee fruit tea product in the Chinese market – Sure Light Coffee. It excavates the treasure of coffee peels to create a "new species" of coffee with economic value, zero sugar and zero fat, novel flavor, fresh taste, and a small amount of caffeine to make people feel refreshed and energized from light fatigue. Indeed, light coffee combines health and environmental attributes, providing unique experiences and new choices for consumers who pursue healthy and delicious products. At the same time, it will lead the trend of flavors and guide consumers to become advocates of green living and practitioners of sustainable lifestyles.

The launch of coffee fruit tea not only brings more vitality to the market and extends the Yunnan coffee industry chain, but also reflects Nestl é Coffee's original intention of sustainable development in Yunnan: Nestl é actively embraces the concept of circular economy and promotes a large-scale renewable food system. Indeed, the innovation of light coffee is a typical application of this concept. Firstly, it involves upgrading and utilizing front-end raw materials, achieving maximum value conversion through innovation, and avoiding losses in the food chain. The second is to produce raw materials through regenerative agriculture, which is an important pillar of Nestle Coffee's 2030 plan. This approach focuses on improving soil health and fertility through regenerative agriculture practices, significantly increasing carbon sequestration capacity, reducing greenhouse gas emissions, improving climate resilience, improving water cycle, increasing biodiversity, and ultimately achieving overall crop yields and increasing farmers' income.

Nestle, renowned for a century, has always regarded innovation as an internal driving force for development. According to Nielsen IQ's "2024 Trends and Prospects of China's Beverage Industry" analysis, consumers prefer products that bring substantial benefits to themselves, are beneficial to their health and physical fitness, or meet their dietary needs. The new product released by Nestle Coffee undoubtedly once again stands at the forefront of the beverage segment. As early as the award list released by Nielsen IQ BASES in 2023, Nestle Coffee's "Soul Burning" and "Absolute Deep Black" series of products were prominently listed: from flavor development to healthy metabolism, both of them are leading the trend and innovation, hitting emotional consumption scenarios and providing more diverse consumer choices. This has long indicated that Nestle Coffee's localization innovation pace is accelerating.

Zhao Xuemei, Director of Communication and Innovation at Nestle Coffee China, pointed out that Nestle Coffee has created a unified brand image through visual upgrades of its brand image and the revitalization of its entire family packaging. Through a unified brand image and diverse product aspects, it has jointly built a rich and high-quality coffee exploration journey. This product upgrade not only continues the brand value proposition of "reminding every day", but also strives to provide consumers with a quality coffee experience that suits their lifestyle in different scenarios through the newly upgraded product, welcoming every new day with vitality and enthusiasm.