Topics: Coffee, Instant coffee, Nescafé Pages: 2 (525 words) Published: August 6, 2011
Profile of the company.

The origins of NESCAFÉ harks back to the year 1930, when Brazil had a substantial surplus of coffee, and needed help preserving it. Upon the request of the Brazilian government, Nestlé began brewing! With the simple idea of adding water to make a delicious cup of coffee, an entire coffee history was born.

Branding and Marketing

Nescafé is a brand within Nestlé. Nescafé can be traced back to the 1930s. In the US, the Nescafé name was used on its products up until the 1960s, Later, Nestlé (owners of the Nescafé brand) introduced a new brand in the United States called Taster's Choice, which supplanted Nescafé for many years. Taster's Choice was also introduced into Canada at the same time, and continues to be sold as a separate product, that is branded as superior to Nescafe, and is higher priced.

In the United Kingdom, a television advertisement campaign starring Anthony Head and Sharon Maughan ran in 12 installments between 1987 and 1993. The first 11 episodes were released as a promotional compilation video called Love over Gold in 1993. A novelization of the same name written by Susan Moody (under the pseudonym Susannah James) was released in the same year.

In 2003, the company reintroduced the Nescafé brand in the US, and the product is now known as Nescafé Taster's Choice. It is sold in US supermarkets such as Safeway in both glass and plastic packaging.

While the Nescafé brand was created for soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.

In 2006, Nescafé launched the new coffee machine system "Dolce Gusto" ("sweet taste" in Italian). The system allows consumers to make various styles of coffees themselves (Cappuccino, Latte Macchiato, Espresso, Lungo, etc.). Additionally, hot chocolate and cold drinks can be prepared with the machine. The machines are now sold in...
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