Nescafé is launching its Espresso Concentrate in the United States, in response to rising demand for cold coffee.
With one out of every three cups of coffee consumed outside of the home said to be a cold coffee, Nescafé Espresso Concentrate allows consumers to make barista-style, personalised cold espresso beverages at home.
According to the company, the growth of coffee consumption globally is being driven by younger generations, with two out of three youths regularly drink cold coffee. In North America, 50 per cent of Generation Z consumers’ first cup of coffee is cold.
Nescafé Espresso Concentrate is said to address this growing demand for customisable, convenient, at-home cold coffee. Because the concentrate easily dissolves in water or milk, consumers can simply mix it with ice and water or milk and then customise it to create their go-to drink, whether an iced mocha, macchiato, or cappuccino.
“Through the Nescafé Espresso Concentrate we want to capture what younger generations of consumers are looking for: cold, convenient, customizable, premium coffee that brings the experience and taste they have outside their home to inside their home. We are enabling them to create café-style beverages in an instant without any extra machinery,” says Axel Touzet, Head of Nestlé Coffee Brands Strategic Business Unit.
Nescafé Espresso Concentrate is made with 100 per cent Arabica beans and comes in a 300-millilitre bottle (enough for approximately 20 cups of espresso when prepared as directed). In the US, it will be available at retailers starting in February in two variations: Nescafé Espresso Concentrate Black and Nescafé Espresso Concentrate Sweet Vanilla.
The Nescafé Espresso Concentrate was launched in China and Australia in 2024.
