NESCAFE Capitalizes on Cold Coffee Culture by Introducing First-Ever NESCAFE Concentrate Ready-to-Mix Portfolio in Thai Market as Part of Global Strategy
NESCAFE today introduced a coffee innovation to the Thai market with the launch of NESCAFE Concentrate Ready-to-Mix, its first ready-to-mix coffee product, to expand its portfolio as part of a major global initiative to capitalize on the cold coffee culture. The innovation is designed to meet rising demand among young millennials and Gen Z consumers for quality, convenience, and personalized cold coffee experiences.
Made with an Arabica and Robusta blend and developed under the concept "Hack It How You Like It," NESCAFE Concentrate Ready-to-Mix elevates the cold cup experience at home by combining three key benefits, which are cold, tailored for cold coffee; convenient, simply pour its rich and bold liquid coffee base into a cup, followed by mixing; and creative, open to limitless possibilities and menu creations.
It's available in three variants tailored to different tastes. Black No Sugar is bold and intense for pure coffee lovers; Sweetened Black is smooth with a touch of sweetness; and Latte is creamy and milky for a cafe-style experience.
Cold coffee already dominates in Thailand, accounting for 65% of out-of-home consumption. This means that out of 3.8 billion cups sold annually in coffee shops, about 2.47 billion are cold coffee. According to Euromonitor 2024 research data, this market segment is worth over 62.6 billion baht. Young Thais aged 20 to 35 often begin their coffee journey by enjoying cold drinks, with iced espresso ("Es Yen") being the most popular menu choice.
"NESCAFE has always been a pioneer in coffee innovation. In 1973, NESCAFE launched pure soluble coffee in Thailand and in the year 2000, we introduced the coffee mix format, capturing the demand for quality and convenient coffee. NESCAFE believes everyone deserves a great espresso, so we are proud to bring our first NESCAFE Concentrate Ready-to-Mix to Thailand," said Mr. Othman Chraibi, Business Executive Officer - Coffee and Creamer Business Unit, Nestle (Thai) Ltd. "This ready-to-mix innovation opens up a new in-home cold coffee category catering to the needs of Gen Z. As one of Nestle's global initiatives, we are building on its successful launch in Australia, China, the U.S., and the U.K., so we're confident it will empower Gen Z to shape their own cold coffee culture here while reinforcing NESCAFE's leadership in Thailand."
The NESCAFE Concentrate Ready-to-Mix launch is powered by global brand ambassador Zach King, one of the world's most-followed digital creators with 82 million TikTok fans. He holds the world record for the all-time highest number of TikTok views globally and is the eighth most-followed TikToker worldwide.
Zach King will lead the ultimate iced coffee hack and create content tailored for Bangkok, given the city's importance as a strategic cold coffee market. With Bangkok's extensive network of digital out-of-home displays, NESCAFE is ready to launch the NESCAFE Concentrate Ready-to-Mix campaign called "Hack It How You Like It," which will showcase the campaign content on over 3,000 digital out-of-home screens nationwide. Local presenters PROXIE and PiXXiE, T-pop stars, will also connect with Thai youth and bring fun and creativity to in-home coffee creation, igniting a DIY coffee culture.
To kick off the campaign, NESCAFE will take over Songwat Road in Bangkok's Chinatown, currently the hippest road among Gen Z, with the NESCAFE Concentrate Ready-to-Mix Coffee Haus Party at PLAY art house from October 3 to 5, 2025. The three-day festival blends coffee culture, lifestyle, and music. It includes a collaboration with Bangkok's largest running club, the Sabai Run Club, a swing dance with the Jelly Roll Jazz Club, and live performances by PROXIE, PiXXiE, and James Alynn along with Valentina Ploy. The party will also feature a DIY Coffee Bar, content cultural spaces, and guerrilla marketing installations, transforming the historic street into a hub for Thailand's cold coffee culture.
New NESCAFE Concentrate Ready-to-Mix is now available nationwide at 7-Eleven, Lotus's, Big C, Tops, Gourmet, Villa, Foodland, and on online platforms including TikTok, Shopee, and Lazada. Each 500ml bottle delivers 5 to 10 servings to suit your personalization preferences. It comes in three variants: Black No Sugar, Sweetened Black, and Latte, and is priced at 109 Baht.
VDO: https://youtube.com/shorts/0UYJzIuj7RY