Consumers worldwide can enjoy a new premium Nescafe that uses a blend of soluble and finely ground micro-granulated coffee designed to meet specific tastes in individual countries. This month it has been launched in Brazil as Nescafe Duo Grao.
It was first launched to Japanese consumers as a luxury coffee called Nescafe Koumibaisen last year. In the United Kingdom, it was launched as Nescafe Azera, and as Nescafe Molienda in Mexico. The product aims to reach more consumers in more countries this year.
Nescafe asked researchers at the Nestle Product Technology Centre in Orbe, Switzerland, to help them understand how to match its coffee to consumers’ taste preferences and habits. The researchers found out that consumers in Mexico do not like bitter coffee, but prefer a smoother taste. The Japanese like their coffee stronger and rich in aroma, while the British like a well-balanced coffee taste. Brazilians prefer their coffee with a smooth but aromatic taste.
“From Brazil to J apan, we discovered that consumers have really diverse tastes,” explains Michael Briner of the beverage strategic business unit at Nestle. “Lifestyle, consumption and daily patterns all made a difference so we used our coffee expertise and know-how to tailor the product to each country.”
Nescafe selected a blend of Arabica and Robusta coffee beans to achieve specific tastes, choosing beans that provided a smoother or more bitter taste. The beans are either lightly or deeply roasted to determine the different aromas. The roasted beans are then ground down to micro-granules and blended together with soluble coffee to provide a unique and specifically crafted cup of coffee.