NESCAFÉ still fresh and strong after 75 years

To Press Releases listKuala Lumpur,Apr 4, 2013

The well-loved and perfectly roasted NESCAFÉ turns 75 years old this year, marking a milestone in the history of coffee around the world.

To commemorate this, as well as to thank and excite consumers, NESCAFÉ will be running a two month-long campaign, which includes multi-channel marketing and communications, as well as in-store promotions and activations where consumers can take home special limited edition NESCAFÉ collectables.

“It is our way of saying thank you to our consumers and we want them to know that we are committed to providing them with the best tasting and quality coffee, always,” said Alois Hofbauer, Managing Director of Nestlé Malaysia at the event in Kuala Lumpur, announcing the 75 years anniversary of NESCAFÉ.

The rich taste of NESCAFÉ is reflected in its rich history. It all started in 1929 when Nestlé was asked by the Brazilian government - which was struggling with over production of coffee - to create a product that would use up its coffee stocks.

In 1938, as a result of extensive technical research, Nestlé introduced NESCAFÉ - the coffee brand that have since changed the world of coffee forever, by bringing value, convenience and longevity.

“NESCAFÉ has certainly grown by leaps and bounds since its introduction 75 years ago. Today, as a CHF 10bn brand, it is positioned as one of the world’s favourite drinks, and is present and relevant across multiple geographies, channels and coffee cultures,” Hofbauer added.

Offering consumers a wide and a growing range of coffees tailored to personal preferences, the brand’s product portfolio currently includes pure soluble coffee, coffee mixes, ready-to-drink as well as customised coffee shop experience at home.

In Malaysia, NESCAFÉ is currently the market leader in the coffee industry, holding 53 per cent of the market share (source: Nielsen).

“With such fantastic economic opportunities in Malaysia, NESCAFÉ will continue to invest in Malaysia, creating and growing the range of NESCAFÉ products for our consumers, whilst simultaneously providing countless job opportunities and supporting the local economy,” said Hofbauer.

“More than 6 million cups of NESCAFÉ are consumed daily by Malaysians. This clearly demonstrates that NESCAFÉ is the coffee of choice for Malaysians. NESCAFÉ will continue to introduce more variations of quality coffee, following our promise of GOOD FOOD, GOOD LIFE and to maintain our competitive edge,” he added.

Key NESCAFÉ products in Malaysia are the NESCAFÉ CLASSIC and NESCAFÉ 3in1 variants, which have over the years evolved to become an important item in the Malaysian household. With the widespread growth of kopitiams around the country NESCAFÉ has launched the NESCAFÉ MENU range that comprises of Ipoh White Coffee, Neslo and Kopi O, which allows consumers to enjoy the kopitiam culture anytime, anywhere.

NESCAFÉ Ready-To-Drink (RTD) beverages were introduced in Malaysia in 1997 and today holds 70 per cent market share of the RTD industry. It is available in Can and Tetrapack format, and in various flavours: Original, Latte, Mocha, Black Roast, Ipoh White Coffee and Ice Mentholated Coffee.

Introduced in Malaysia in 2011, NESCAFÉ Dolce Gusto offers consumers a choice of three machine models; NESCAFÉ Dolce Gusto Piccolo, NESCAFÉ Dolce Gusto Genio and NESCAFÉ Dolce Gusto Circolo, in a variety of colours and in more than 13 exciting café-style coffee varieties. Providing convenience to consumers, NESCAFÉ Dolce Gusto has its own online facilities ( It recently opened its first boutique coffee shop in KLCC, to further provide consumers the best coffee experience.

NESCAFÉ is also available in the out-of-home channel, though Nestlé Professional. To date, NESCAFÉ Alegria machines are available in 2,000 offices and service showrooms, while NESCAFÉ Milano are available in high end-restaurants, theme parks - such as Legoland - and soon, in the Burger King fast food chain outlets nationwide.

Issued by WestCoast Public Relations Sdn. Bhd. on behalf of Nestlé (Malaysia) Berhad. For more information please contact Rose Dahlan or Tunku Putri at +603-7954 4505 OR Zamira Yasmin Abdul Rahman at +603-7965