Nescafé to launch 3-in-1 sachet for ‘no-hassle’ generation

Nescafé is launching a three-in-one sachet containing coffee, whitener and sugar in an attempt to attract younger consumers to the instant coffee category.

A through-the-line campaign by McCann Erickson will support the late September launch of Nescafé Original 3in1 and will begin in the next few weeks. Billington Cartmell, Dare and EHS 4D also work on the Nescafé advertising account.

The product has taken a long time to hit the UK market, having been launched in Europe in 2003.

Nescafé says the UK launch is to support the growing trend for more covenient coffee formats among the ’no-hassle’ generation.

Nescafé head of marketing Katy Hilditch says: “Convenience continues to dominate the hot beverage category but nowhere is this more prominent than when targetting consumers under 25.

“Targeting this group of young consumers and growing their consumption of soluble coffee presents a great opportunity for the category.

Research shows that they see coffee as providing them with a boost and as an aspirational rite of passage.”

The news comes three months after Nescafé pledged to increase investment in its brands after reporting a 6.5% increase in group sales for the first quarter of the year.

The Switzerland-based company reported group sales of 26.3bn Swiss francs (£23.9bn) in April, up from 25.2bn francs in the same period last year.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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