Bangkok–23 Apr NESCAFÉ is taking the lead to elevate Thailand’s 16-billion-baht coffee mixes market to the next level with the launch of a new version of NESCAFÉ BLEND & BREW. It’s the first-ever finely ground roasted coffee mix innovation made from Arabica and Robusta, two types of coffee beans. New NESCAFÉ BLEND & BREW uses a proprietary encapsulation technology that captures and protects the full-bodied flavor and aroma of genuine roasted coffee.
Reformulated to meet the changing preferences of Thai consumers, new NESCAFÉ BLEND & BREW delivers a perfect cup that combines the complementary flavors of smooth Arabica and intense Robusta coffee beans offering a better and irresistible aroma and improved taste.
NESCAFÉ also introduced Thai superstars Pope and James Ji as its new NESCAFÉ BLEND & BREW co-brand ambassadors who represent the perfect bonding of the intense and smooth flavor of the two beans, based on new NESCAFÉ BLEND & BREW’s “Bond to be the Best” concept.
Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., said, “NESCAFÉ continues to lead the Thai coffee market with innovation. The world of coffee is changing, with more diversified choices, and Thai consumer trends are evolving. Drinking coffee is more than just stimulation – it’s also about enjoying a pleasurable moment of irresistible aroma from good-quality coffee. NESCAFÉ, as the coffee mix market leader, is putting our full effort into exceeding the demands of Thai consumers. We see an opportunity in the mainstream coffee mix market, as most products use only one type of coffee bean, mainly whole Robusta. This is the first time in Thailand that we are bonding two types of finely-ground roasted coffee beans together using a proprietary encapsulation technology that captures and protects the full-bodied flavor and aroma of genuine roasted coffee.”
“This is why we created a new milestone for coffee mix in Thailand by introducing new NESCAFÉ BLEND & BREW. It offers a perfect cup from two types of coffee beans. We bring the strength of the two coffee beans together. Robusta offers an intense, full-bodied, full flavor, while Arabica offers a smooth taste and unique aroma. This perfect bonding of Robusta and Arabica delivers a more irresistible aroma and a better taste with an intense yet smoother taste profile that Thai people will love.”
“Our research showed that Thai consumers prefer new NESCAFÉ BLEND & BREW over the previous version. It’s the third generation of our coffee mix product range that reflects evolving trends, with a better aroma and taste profile that fits today’s consumer preferences. This is our biggest coffee mix launch in three years,” she added.The first generation of NESCAFÉ coffee mix, NESCAFÉ RICH AROMA 3in1, was introduced in 1996. Loved by millions of Thai coffee drinkers, it became the country’s number one coffee brand.
In 2016, NESCAFÉ introduced the second generation of its coffee mix, renamed NESCAFÉ BLEND & BREW, still made from 100% Robusta. Described as “Pa Som Kafe Kwua Bod La-iad,” it was the first finely-ground roasted coffee to use NESCAFÉ’s patented Aroma Encapsulation technology that captures and protects the full-bodied flavor and aroma of genuine roasted coffee. It was also a tremendous success, achieving a market share of 52.9%. Thai people consume around 1,500 million cups of NESCAFÉ BLEND & BREW every year.
To promote the new version of NESCAFÉ BLEND & BREW, NESCAFÉ has allocated 1.2 billion baht for an integrated marketing communications campaign. New co-brand ambassadors Thanawat (Pope) Wattanaputi, who represents the intense taste of Robusta coffee, and Jirayu (James Ji) Tangsrisuk, who represents the smooth taste of Arabica coffee, will together convey the “Bond to be the Best” concept of the new product range through a TV commercial and web films directed by Nithiwat (Ton) Tharatorn, the famous movie director and featuring the popular song “Aow Pai Loey,” covered by the band “Slot Machine.”
As part of the official launch of new NESCAFÉ BLEND & BREW, Pope will lead a Robusta Team including Isariya (Hunz) Pattaramanop in a Battle to be the Best with James Ji, who will lead the Arabica Team including Thassapak (Bie) Hsu. The battle will take place on Friday, 26 April, 2019, at Parc Paragon starting at 18:00, with an aim to reach 10,000 consumers. Ten million sample cups of new NESCAFÉ BLEND & BREW will also be handed out to Thai consumers nationwide.
“We are putting a huge effort into making new NESCAFÉ BLEND & BREW a phenomenal success, as it offers Thai consumers a superior coffee experience. We are confident that our ‘Bond to be the Best’ concept of a perfect cup of coffee from two highly-complementary types of beans, Arabica and Robusta, will sustain NESCAFÉ’s position as Thailand’s number one coffee brand,” concluded Ms. Naritta.
