December 1, 2016: NESCAFÉ, the world's favorite coffee under Nestle (Thai) Ltd., the leading Nutrition, Health, and Wellness Company, is exciting Thai coffee lovers with the launch of NESCAFÉ BLEND & BREW LESS SUGAR, a new variant in the product line that contains 25% less sugar while offering a well-balanced taste. New NESCAFÉ BLEND & BREW LESS SUGAR, specially developed to meet the lifestyle demands of consumers who want to reduce their sugar consumption, is blended with finely-ground roasted coffee using Nestle's proprietary technology to capture the nice aroma and great taste of genuine roasted coffee.
Mr. Vladislav Andreev, Business Executive Manager - Coffee and Creamer, Nestle (Thai) Ltd. said, "Earlier this year, we introduced NESCAFÉ BLEND & BREW in the launch of the century. We have received tremendous positive feedback since then. Our massive sampling program of four million cups nationwide showed consumers' strong preference for the product. Consumer testing showed that 8 out 10 people who tried NESCAFÉ BLEND & BREW preferred it over key competitors."
Over the past five months, NESCAFÉ BLEND & BREW has continued to gain trust as the coffee of choice for Thai consumers. However, recent research has shown that 20% of coffee mix consumers who are 35 to 45 years old are looking for products with less sugar.
"We are introducing NESCAFÉ BLEND & BREW LESS SUGAR to meet the demands of today's consumers who want the choice of a coffee mix with less sugar, while reinforcing Nestle's nutrition, health, and wellness strategy. NESCAFÉ BLEND & BREW LESS SUGAR is blended with finely-ground roasted coffee and contains 25% less sugar. Our proprietary technology gives it the nice aroma and well-balanced taste of genuine roasted coffee," said Mr. Andreev.
"Consumer testing for NESCAFÉ BLEND & BREW LESS SUGAR showed that 8 out of 10 consumers prefer our product and 70% intend to purchase our product. With its unique coffee experience, I am confident that Thai coffee lovers will enjoy NESCAFÉBLEND & BREW LESS SUGAR even more," he added.
The launch of NESCAFÉ BLEND & BREW LESS SUGAR will be supported by a TV commercial that airs from today onwards, a digital media campaign, and in-store point-of-purchase materials.
NESCAFÉ BLEND & BREW LESS SUGAR is now available at leading supermarkets in two sizes: 27 sachets for 102 Baht and four sachets for 20 Baht.