Category leader Nescaféis set to invigorate the soluble coffee category this autumn with the launch of Nescafé Original 3in1. The single serve sachet combines coffee, whitener and sugar offering a convenient, sweeter, creamy tasting coffee that will attract younger consumers into the category.
Nescafé Original 3in1 has been introduced to support the growing trend for more convenient coffee formats among the ‘no-hassle’ generation and to enhance the current Nescafé offering by giving shoppers a wider selection of products to try.
In the market from the end of September, the new Nescafé Original 3in1 packaging is aligned with the rest of the Nescafé Original range, maintaining shopper cues.
The Nescafé Original 3in1 sachets are available in two different formats catering for specific channel requirements. The focus for the grocery channel will be packs of 10 sachets (RRP £1.99), while the focus for the convenience channel will be the single sachets (RRP £0.25). The channel specific formats will encourage shopper loyalty and repeat purchases as well as providing the opportunity to grow incremental sales and boost profits in the category incrementally.
“Convenience continues to dominate the hot beverage category but nowhere is this more prominent than when targeting consumers under 25,” said Katy Hilditch, Head of Marketing at Necafé. “Targeting this group of young consumers and growing their consumption of soluble coffee presents a great opportunity for the category. Research shows that they see coffee as providing them with a boost and as an aspirational rite of passage. They are already engaging frequently within the out of home arena and so the opportunity therefore was to develop a product that will appeal to them, in a format and taste that fits with their lifestyles.
“The launch of Nescafé Original 3in1 will deliver just that as the sweeter taste of this coffee and the convenience of the packaging will give younger consumers the opportunity to re-appraise the category and drive trial, as well as appealing to light coffee users.”
Since its launch in 2003, Nescafé Original 3in1 has enjoyed huge success across Europe. The UK roll-out is set to be supported with a significant through-the-line campaign.
The hot beverages category continued its respectable value growth trend, growing by six per cent to £1.5bn in the last 12 months. Soluble coffee is the largest hot beverage segment with sales of over £626 million, which equates to a 41 per cent market share, and Nescafé continues to retain its position as the UK’s number one soluble coffee brand.
Graham Walker, Nestlé UK trade communications manager, said: “By demonstrating our expertise and responding to consumer trends in the market place, we are building on our commitment to grow the category. Through innovation and a close understanding of our shoppers’ needs we can help retailers grow their sales and profit.”
Source: Nescafé
