The UK’s number one Premium soluble coffee brand (1), NESCAFÉ GOLD BLEND is reinforcing its quality coffee credentials with the launch of a new jar and new richer aroma across NESCAFÉ GOLD BLEND, NESCAFÉ GOLD BLEND DECAFF and NESCAFÉ BLACK GOLD.
The launch will be introduced with a new TV campaign from September 3rd in line with the new sleeker jar hitting stores nationwide. The new jar is also being rolled out across all Premium and Super Premium NESCAFÉ SKUs and features a click lock lid which helps to seal in the new fresher coffee aroma.
The improvements are designed to further set NESCAFÉ GOLD BLEND apart from other soluble coffees, giving shoppers and consumers a Premium coffee that’s worth paying more for. This is great news for the soluble coffee category, and long term sustainable value growth.
Warren Plaskett, NESCAFÉ Marketing Manager, commented: “The pressure on shopper’s budgets shows no sign of relenting, which means it’s never been more important to focus on improving product quality to drive sustainable growth. NESCAFÉ GOLD BLEND is doing just that – an outstanding NEW RICHER AROMA, strong advertising support and a sleek new jar, with great fixture standout. Supporting this launch is a great opportunity for retailers to increase footfall and grow their profits in the highest value segment for the category (2).”
The launch will be supported with a heavyweight above the line campaign featuring TV, outdoor and in-store activation from September.
Notes to editors
The range includes:
- NESCAFÉ GOLD BLEND 50g: RRP £1.98
- NESCAFÉ GOLD BLEND 100g: RRP£3.28
- NESCAFÉ GOLD BLEND 200g: RRP £6.48*
NB. Pricing is at the sole discretion of the retailer
For further consumer information, please contact Nestlé Consumer Serviceson: 0800 585759 (UK) or 00800 6378 5385 (ROI) or visit www.nescafe.co.uk.
NESCAFÉ continues to retain its position as the UK’s number one Premium soluble coffee brand, with sales of £92.4 9 (3)
For More Information Contact:
Nescafé Trade Press Office
Sarita Sawhney/Sarah Bull
1 Source: IRI data MAT to 16th July 2011
2 Source: Total IRI Grocery outlets data MAT to 16th July 2011
3 Total IRI Grocery outlets MAT data to 16th July 2011 (including refill format)