Nestlé expands Nescafé Ready-to-Drink coffee to India, MENA and Brazil
Source: DairyNews.today
Nestlé is rolling out its Nescafé Ready-to-Drink cold coffee range in India, the Middle East and North Africa (MENA), and Brazil, targeting young consumers seeking convenient, on-the-go beverage options.
Ready-to-drink coffee is the fastest-growing segment in the global coffee market, driven by demand fr om Gen Z and millennials. Cold coffee consumption is fueling double-digit growth in the category. In India, MENA, and Brazil—where around a quarter of the population is under 25—Nestlé aims to tap into this potential with its Nescafé Ready-to-Drink lineup, which includes latte, cappuccino, and mocha, alongside flavors such as chocolate and caramel.
“With Nescafé Ready-to-Drink, we want to attract new consumers to coffee and create fresh consumption occasions,” said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit. “Our range offers refreshing options for any setting—whether on the go, at home, or with friends. We see strong growth potential in markets like India and MENA, wh ere the cold coffee category remains largely untapped.”
The expansion follows successful launches in China, Thailand, Indonesia, Malaysia, Singapore, Japan, and Turkey, where ready-to-drink coffee is well established. In China, the Nescafé Smoovlatte Original Ready-to-Drink beverage is the brand’s top-selling product worldwide.
“With Nescafé Ready-to-Drink, we want to attract new consumers to coffee and create fresh consumption occasions,” said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit. “Our range offers refreshing options for any setting—whether on the go, at home, or with friends. We see strong growth potential in markets like India and MENA, wh ere the cold coffee category remains largely untapped.”
The expansion follows successful launches in China, Thailand, Indonesia, Malaysia, Singapore, Japan, and Turkey, where ready-to-drink coffee is well established. In China, the Nescafé Smoovlatte Original Ready-to-Drink beverage is the brand’s top-selling product worldwide.
