Bangkok--24 Mar--ABM
NESCAFÉ RTD by Nestle (Thai) Ltd., the leader in food and beverages that enhance quality of life and contribute to a healthier future, is moving forward to gain more share in the market for ready-to-drink (RTD) coffee with new NESCAFÉ "Black Ice" RTD Coffee, with the strong and distinctive flavor of black coffee. With lower sugar, it contains only 50 Kcal, so is definitely a must-try. As NESCAFÉ has long been a coffee for all Thais, the brand is also sending encouraging messages on every can of RTD to inspire Thai people to always keep their chin up and do their best every day. NESCAFÉ Black Ice will be promoted through marketing communications activities to create awareness, as well as via road shows in which two million sample cups will be given out, and is expected to drive sales to reach 2017 targets.
Ms. Kruawan Warunpaichit, Director for RTD Products, Nestle (Thai) Ltd., said, "A key consumer trend today is choosing something that is good for your health. Coffee has also become a part of everyday working life, especially when people feel exhausted and are looking for a refreshing drink. As a favorite coffee brand, NESCAFÉ continually develops products that best meet consumer demands in every dimension. This year, we are introducing NESCAFÉ Black Ice Ready-to-Drink Coffee, with the delicious & full-flavored strong taste of black coffee with lower sugar, along with encouraging messages to inspire people to keep moving on. This follows the success of the 'On-Pack Quote Cans Offering Messages to Inspire and Empower Thai Consumers' campaign last year."
NESCAFÉ Black Ice RTD Coffee was developed for coffee lovers who take good care of their health but love to have a strong black coffee as a refreshing and energizing beverage to help them deal with everyday challenges. It contains lower sugar than others, with only 50 Kcal per can.
"To reach out to the working people who are the main target group for Black Ice RTD, we will hold various marketing activities to communicate and engage with them. This includes a road show to give out samples of chilled and refreshing NESCAFÉ Black Ice, a full-flavored strong black coffee with lower sugar, to office workers in areas such as Silom and Asoke, as well as other major office areas, during April. NESCAFÉ Black Ice will also be promoted in all media channels. We expect that NESCAFÉ Black Ice RTD Coffee will boost the overall coffee market and make it more active this summer while driving our sales as targeted," said Ms. Kruawan.
Presently, the value of the overall RTD coffee market is approximately 12,000 million baht. NESCAFÉ RTD holds about a 32% market share, and anticipates more than 10% growth this year.
Full-flavored and strong NESCAFÉ RTD coffee now comes in five flavors: Espresso Roast, Latte, Dark Roast, and Extra Rich, which are available at convenience stores, hypermarkets, supermarkets, and leading stores, plus new NESCAFÉ Black Ice, available at 7-Eleven stores nationwide.