NESTLÉ’S Nespresso is taking a bold step beyond its renowned coffee brewers with the launch of the company’s first-of-its-kind product.
The new item is part of a pilot program aimed at reimagining how Nespresso can elevate coffee moments for today’s consumers.
This limited-edition first ready-to-drink (RTD) beverage, available exclusively in the US, features high-quality coffee beans blended with honey sourced from Colombia.
The Master Origins Colombia RTD coffee will be available in Nespresso Boutiques, online, or via the Nespresso mobile app starting October 2.
According to Alfonso Gonzalez Loeschen, CEO of Nespresso North America, “As on-the-go coffee demand continues to grow in the U.S., we saw the opportunity to reimagine how Nespresso can elevate coffee moments for today’s consumer.”
He also said that this RTD offering stands at the intersection of functionality and sustainability, aligning with Nespresso’s commitment to regenerative agriculture, per FoodDive.
CAFFEINE ADDICT
This launch comes when coffee consumption is at a 20-year high, according to the outlet.
The National Coffee Association recently reported that while home consumption remains dominant, the trend toward ready-to-drink coffee is rising.
The study said that 18% of coffee drinkers opted for this convenient option — a figure that has more than doubled in just one year.
The global revenue for ready-to-drink coffee is projected to reach $36 billion in 2024, with a compound annual growth rate of 5.4% expected through 2028, according to Statista.
NESPRESSO KNOWS
This lucrative market is not lost on Nespresso, which was established by Nestlé in 1986 and made its US debut four years later.
The brand has distinguished itself through its premium beverages and exceptional customer service, thriving particularly during the pandemic as consumers explored specialty brews in the comfort of their homes.
However, as consumer behavior shifts towards portability and convenience, Nespresso recognizes the need to adapt.
While the brand’s roots are firmly planted in its brewing platform, the introduction of a ready-to-drink option illustrates its commitment to connecting with modern coffee drinkers.
Despite challenges such as inflation impacting the food and beverage industry, Nespresso has continued to thrive under Nestlé’s umbrella.
The brand reported double-digit growth in North America last year, capturing market share from competitors and maintaining momentum into 2024.
FROZEN FOOD BRANDS UNDER NESTLE
Here is a list of frozen food brands under Nestle:
- Buitoni
- California Pizza Kitchen (US)
- Delissio Pizza (Canada)
- DiGiorno Pizza (US)
- Hot Pockets (US)
- Hälsans Kök (Finland and Sweden)
- Jack’s Pizza
- Lean Cuisine
- Lean Pockets
- Malher (GT)
- Papa Giuseppe
- Stouffer’s
- Sweet Earth Foods
- Tombstone Pizza
- Winiary
- Wagner Pizza
Although sales growth eased to mid-single digits in the first half of this year, Nespresso remains poised to expand its reach.
In addition to its ready-to-drink coffee, Nespresso is broadening its horizons with the recent launch of honey under its Nespresso Bloom line as reported by FoodDive.
This product, made by bees that pollinate the coffee plants in Colombia, enhances the brand’s focus on sustainability by promoting regenerative agricultural practices.
This honey is also a key ingredient in the Master Origins Colombia Ready to Drink Coffee.
Nestlé has also ventured into new territory recently with the launch of its new mac and cheese line to compete with Kraft.
