Leading hot beverages brand Nescafé has turned around its small decline in 2006 to post a 4.6% sales rise. Now worth £346.9m, the brand has hung on to its sixth position in the Top 100 league.
Graham Walker, who heads up trade communications and events at Nestlé, says the brand has benefited from the trend to more premium products.
Nescafé’s Connoisseur Coffees including Alta Rica and Cap Columbie are enjoying strong growth, for instance. So too are the brand’s café style coffees, which provide cappuccino and latté coffees in sachets.
Walker says these already account for 13% of all instant coffee and have been boosted in 2007 by the launch of skinny cappuccino and latté variants.
The company’s core Gold Blend brand, meanwhile, has premium at its heart and has benefited from substantial media support. Walker reports a further £18m spend on the brand is planned for 2008.
2007 £346.9m
2006 £331.7m
yoy change 4.6%
