Nescafé, the largest coffee brand globally, is launching its first-ever liquid espresso concentrate in the US, the biggest coffee market in the world. With one out of every three cups of coffee consumed outside of the home being a cold coffee, Nescafé Espresso Concentrate allows consumers to make barista-style, personalized cold espresso beverages in the comfort of their home. The growth of global coffee consumption is being driven by younger generations. In North America, 50% of Generation Z consumers’ first cup of coffee is cold. Nescafé Espresso Concentrate answers this growing demand for customizable, convenient, at-home cold coffee. Axel Touzet, Head of Nestlé Coffee Brands Strategic Business Unit, said: "Through the Nescafé Espresso Concentrate we want to capture what younger generations of consumers are looking for: cold, convenient, customizable, premium coffee that brings the experience and taste they have outside their home to inside their home. We are enabling them to create café-style beverages in an instant without any extra machinery." |
