Nestle Unveils Nesfrappe Chilled Ready-to-drink Range

09/04/08 Nestle announced the launch of its first chilled on-the-go latte brand – Nesfrappe – to drive the increasingly popular read-to-drink market.

Nesfrappe is a refreshing chilled latte drink made with fresh semi-skimmed milk and 100% Arabica coffee. Sold in 250ml bottles and in two tasty varieties – Nesfrappe Classic Chilled Latte and Nesfrappe Mocha Chilled Latte – the product is targeted at the younger adult consumer (18-35) grabbing drinks on-the-go.

To appeal to this market on-the-go merchandising is key, so the product will be found in the front of store sandwiches fridges, travel outlets and convenience stores from April.

A Nestle spokesperson said: “We’re hugely excited about the launch of Nesfrappe. Consumer feedback for Nesfrappe Chilled Lattes has been impressively positive, so we believe we’ve developed a strong brand and a fantastic, quality product that people will develop a taste for.”

The product concept of Nesfrappe Chilled Lattes was developed in the UK for the British market, which has seen a growing consumer demand for coffee-based drinks on-the-go.

By launching this product, Nestle aims to drive interest in the existing RTD beverage segment and an alternative to the chilled on-the-go offerings of high street coffee chains.

With an RRP of £1.69, the price of Nesfrappe compares favourably to competitors whilst offering great taste and the guarantee of quality derived from Nestle’s heritage and position as the world’s leading coffee producer.

The Nesfrappe brand has specifically been developed for this product and Nestle has committed to build the new brand with an extensive integrated marketing campaign that will commence once the product has hit the stores.