Nestle has introduced Nescafe Cold Brew in Thailand as the company aims to achieve market leadership in the ready-to-drink (RTD) premium coffee segment in 2020. Nescafe Cold Brew is available in black and latte flavours at a price of THB 39 each.
The premium RTD coffee market in Thailand grew by 19.3%, while the overall RTD market only increased by 2.6%, according to Nielsen research in November 2019 cited by Nestle.
The new Nescafe Cold Brew is made at Nestle’s own production facility in Thailand equipped with cold coffee extraction. Cold brew coffee offers a less bitter and less acidic taste.
“Consumers are looking for coffee on-the-go that offers a cafe-style experience and is easily accessible at an affordable price,” said Sriprapha Chingprasertsuk, senior marketing manager at Nestle (Thai) Ltd as reported by Bangkok Post.
The Nescafe Cold Brew packaging looks very much like the made-in-China version that is sold in China and Singapore.