Nestlé is expanding its Nescafé Ready-to-Drink cold coffee lineup to India, the Middle East and North Africa (MENA), and Brazil to cater to a growing base of young consumers who value convenience, variety, and grab-and-go options that fit their fast-paced lifestyles.
Globally, ready-to-drink coffee is the fastest-growing segment in the category, driven largely by cold coffee consumption among Gen Z and Millennial audiences. In markets like India, MENA, and Brazil, where young people make up nearly a quarter of the population, Nestlé is seizing the opportunity with its diverse Nescafé Ready-to-Drink offerings, which include lattes, cappuccinos, mochas, and indulgent flavors like chocolate and caramel. These cold, flavorful beverages deliver both convenience and refreshment, making them a popular choice for on-the-go coffee lovers.
“With Nescafé Ready-to-Drink, we want to bring new consumers to the coffee category and create completely new coffee-drinking occasions,” said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit. “Our delicious varieties provide the perfect refreshment to enjoy with friends, on the go, at home, or wherever you prefer. With markets like India and those in MENA having largely been untapped up until now, we are confident we can grow the cold coffee category in these geographies.”
The launch of Nescafé Ready-to-Drink coffee in India, MENA and Brazil builds on successful launches in China, Thailand, Indonesia, Malaysia, Singapore, Japan and Turkey – countries where the ready-to-drink culture is well established and growing. The Nescafé Smoovlatte Original Ready-to-Drink beverage in China is Nescafé’s single bestselling product globally.
