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NESCAFÉ Lightens the load with Refill Packs

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Market leader, NESCAFÉ® is invigorating the category this autumn by adding a new format to its iconic range. From September, consumers will be able to choose the great taste of NESCAFÉ ORIGINAL® and NESCAFÉ GOLD BLEND® in new 150g refill packs.

The new refill packs have been created in response to demand from consumers who are looking for a convenient way to refill their coffee jars.

“The launch of the NESCAFÉ refill packs demonstrates how we are harnessing consumer trends” said Warren Plaskett, Marketing Manager at NESCAFÉ®. “The new packs ensure the category remains relevant and exciting to consumers who are looking for a convenient way to refill their jar with the nation’s #1 coffee brand.”

The refill packs come in a new printed pouch, which bears all of the shopper design cues that are associated with NESCAFÉ ORIGINAL and NESCAFÉ GOLD BLEND.

The hot beverages category continued its value growth trend, growing by 6.5% to just over £1.5bn in the last 12 months. Soluble coffee is the largest hot beverage segment with sales of over £628 million, which equates to a 41% market share. NESCAFÉ continues to retain its position as the UK’s number one soluble coffee brand.

Graham Walker, Nestlé UK Trade Communications Manager comments: “By demonstrating our expertise and responding to consumer trends in the market place, we are building on our commitment to grow the category. The new format will motivate and inspire shoppers, especially those looking for a convenient way to decant at home.”

For More Information Contact:
Nescafé Trade Press Office
Katherine Wood / Sarah Bull
020 7478 7818 / 020 7025 7564
[email protected]