Nescafé has launched Nescafé Concentrate Ready-to-Mix, its first ready-to-mix coffee product, to expand its portfolio as part of a major global initiative to capitalise on cold coffee culture.
The innovation is designed to meet rising demand among young millennials and Gen Z consumers for quality, convenience, and personalised cold coffee experiences.
Made with an Arabica and Robusta blend and developed under the “Hack It How You Like It” concept, the products are available in three variants tailored to different tastes.
Black No Sugar is bold and intense for pure coffee lovers; Sweetened Black is smooth with a touch of sweetness; and Latte is creamy and milky for a café-style experience.
Cold coffee already dominates the Thai market, accounting for 65% of out-of-home consumption. This means that out of 3.8 billion cups sold annually in coffee shops, about 2.47 billion are cold coffee.
According to Euromonitor’s 2024 research data, this market segment is valued at over 62.6 billion baht. Young Thais aged 20 to 35 often begin their coffee journey by enjoying cold drinks, with iced espresso being the most popular menu choice.
“This ready-to-mix innovation opens up a new in-home cold coffee category catering to the needs of Gen Z. As one of Nestlé’s global initiatives, the company is building on successful launches in Australia, China, the US, and the UK, and we are confident it will empower Gen Z to shape their own cold coffee culture here,” said Othman Chraibi, business executive officer at Nestlé (Thai) Ltd’s Coffee and Creamer Business Unit.