As a classic series that has accompanied Chinese consumers for nearly 30 years, Nestle Coffee 1+2 recently launched a new coconut latte, which deeply integrates the popular coconut flavor of the young
As a classic series that has accompanied Chinese consumers for nearly 30 years, Nestle Coffee 1+2 recently launched a new coconut latte, which deeply integrates the popular coconut flavor of the younger generation into daily home drinking scenes. As the first flavor refresh of the 1+2 series in nearly a decade, Nestle Coffee has partnered with JD.com to leverage its extensive channel coverage and precise user reach to connect consumers more efficiently and bring a more vibrant coffee experience.
At the press conference, Pamela Takai, Senior Vice President and Head of Coffee Business for Nestle Greater China, Mr. Wang Wenbo, General Manager of Beverage Business Department of JD Retail Supermarket Business Group, and Fan Zhendong, spokesperson for Nestle Coffee, jointly participated in the "Coconut Knocking Launch Ceremony" to confirm the official release of Nestle Coffee's 1+2 Coconut Latte product. This cooperation is not only a crucial step for Nestle Coffee to embrace the trend of youth and continue to integrate into consumers' daily lives, but also a new development for Nestle Coffee and JD.com to deeply explore the national coffee consumption experience.
Three guests knocked coconut together to witness the release of new products
Coffee consumption has entered a new stage of daily use, and JD.com is helping with the layout of new products
Chinese coffee consumption is entering a new stage of daily use. Coffee is no longer limited to specific occasions such as business and social activities, but gradually integrated into more daily life moments such as breakfast, office, and home leisure. Meanwhile, consumers' demand for convenient, high-quality coffee that meets their personal taste preferences is constantly increasing.
Cai Jiawen, Senior Vice President and Head of Coffee Business at Nestle Greater China, stated that Nestle Coffee has always believed in the long-term potential of the Chinese coffee market, and channel partners are an important driving force for category growth. Today, our new product launch is in deep cooperation with JD platform, hoping to reach consumers more deeply through the joint efforts of our partners, let them understand and taste our products, and jointly promote the growth of the coffee category
Speech and Sharing by Cai Jiawen, Senior Vice President and Head of Coffee Business at Nestle Greater China
As the preferred comprehensive e-commerce platform for consumers, JD.com has a strong user base and insight capabilities in the coffee category, providing strong support for the research and launch of new products. Data shows that from January to April 2026, the search proportion of "Sheng Ye" related words on JD.com platform has reached 25%, an increase of 4 percentage points year-on-year. At the same time, the consumption map of coconut latte has covered core provinces in the first and second tier, demonstrating sustained market potential for growth.
Insight into consumers' demand for innovative flavors and convenient experiences, Nestle Coffee has introduced raw coconut latte into its classic 1+2 product line. By repeatedly polishing the coconut milk and coffee ratio, the taste balance is improved, creating a lighter and more suitable flavor experience for young consumers. The new product uses 100% imported coffee beans, carefully roasted and condensed to retain the authentic and rich coffee aroma. The sweet coconut aroma naturally blends with the rich and mellow coffee aroma, and the taste is delicate and smooth, sweet but not greasy, bringing a "better tasting coconut" experience of raw coconut latte flavor.
Li Longxiu, Deputy Director of Nestle Coffee's Blended Coffee Market, shares
Supported by comprehensive resources, Nestle Coffee collaborates with JD.com to create the strongest voice field
As an important strategic partner, JD.com has invested comprehensive resource support from online to offline around Nestle Coffee 1+2 Coconut Latte, focusing on "celebrity endorsers+strategic platforms+exclusive rights" and shaping the "first scene of new product experience".
Nestle Coffee 1+2 Fan Zhendong's "Better Coconut" gift box is exclusively available on JD.com, providing consumers with a new product experience that combines exclusivity and collection. External major social media platforms release new product information in a concentrated manner, using celebrity topics to share with users and generate widespread attention, quickly forming social heat. At the same time, JD gathers a comprehensive gold resource matrix within the site to achieve strong exposure of new product information. Consumers can search for "coffee" or "Nestle coffee" on JD.com to directly access the new product venue with just one click; In addition, the website has also simultaneously created a new product channel and a "New Day", utilizing column depth empowerment to achieve full exposure in the prime traffic position. JD Supermarket provides consumers with a convenient purchasing entrance, achieving an efficient closed-loop of new products from being "seen" to being "purchased".
Nestle Coffee collaborates with JD.com to establish online and offline communication channels, transforming the influence of the press conference into efficient driving force for the launch of new products. Tang Wei, the head of Nestle's e-commerce EKA, said at the press conference, "This will be a new industry case created by the collaboration of brands and platforms. Spanning 38 years, we will inject the classic into the new trend, and with a cup of confirmed good taste, we will usher in a new wave of breakthrough for national coffee
Tang Wei, Head of Nestle E-commerce EKA, shares
Activate the incremental market through the synergy of brand channels and integrate a good cup of coffee into daily life
The current coffee market in China is still in a stage of sustained growth. Data shows that currently only about 50% of urban consumers drink coffee, but the overall frequency of consumption is low, only 1-2 times a week, and coffee consumption habits are far from widespread. Nestle Coffee's 1+2 Coconut Latte is aimed at this incremental space, aiming to lower the daily coffee drinking threshold with better taste, more affordable price, and more convenient way, so that more consumers who have not yet formed coffee drinking habits are willing to try it from this cup. In terms of consumer scenarios, Nestle Coffee deeply integrates new products into every moment of the morning for consumers, helping them quickly wake up after waking up in the morning, accompanying them into a focused rhythm when working from home, and adding a relaxed and comfortable weekend brunch. At any time, consumers can conveniently enjoy a cup to start the day in a better state.
The deep cooperation between Nestle Coffee and JD.com is based on a deep understanding of Chinese consumers' shopping habits, and through communication methods that are more in line with the preferences of young consumers, it helps to truly integrate a good cup of coffee into daily life.