Company Website

https://www.nestle.com.cn/brands/nescafe

Product concept, highlights and added value

In recent years, with the rise of OOH coffee and the growing focus on health among consumers post-pandemic, Nescafe Collection Line, a representative of traditional premium instant milk coffee, has faced significant challenges. Its once-loyal white-collar consumer base has gradually diminished. From a product perspective, the main reasons are as follows:
1.The flavor of traditional instant milk coffee is not sufficiently authentic.
2.Traditional instant milk coffee contradicts current health trends (containing non-dairy creamer and high sugar content).
3.The overall taste and richness of traditional instant milk coffee fall short of consumer expectations.
From a brand perspective, Nescafe Collection Line had lacked differentiated and cohesive brand communication points over the years, contributing to the aging perception of the product line.
Based on these insights, Nescafe has redefined the positioning of the Collection Line
1) Simplified Recipe: Redefining True Milk Coffee
The Collection Line embraces a simple ingredient philosophy, meeting the genuine needs of today’s health-conscious coffee consumers. Unlike traditional instant milk coffee,Nescafe Collection Line contains 0 non-dairy creamer, 0 preservatives, and 0 complex additives. Additionally, compared to the previous version, it has reduced sugar content per cup, with each serving containing fewer calories than an apple. Nescafe Collection Line offers consumers a healthy and reassuring latte experience.
2) Real Ingredients, Rich from the Foam
To address consumer concerns about flavor, Nescafe Collection Line combines 100% imported milk powder and 100% imported coffee beans, ensuring every sip delivers an authentic, high-quality flavor. Thanks to real dairy content, the protein content in a single cup is comparable to that of a glass of milk, providing an added nutritional boost for consumers who enjoy lattes for breakfast. Additionally,we leverages Nescafe’s patented Swiss technology to create rich, natural milk foam, replicating the sensory experience of OOH coffee.
3) Classic Flavors & Trending Hits: Highlighting Product Differentiation
• Smoovlatte – Inspired by the classic Italian latte recipe, this flavor achieves the perfect balance of milk and coffee with a 5:1 golden ratio, delivering a rich, smooth, and authentic latte experience.
• Cappuccino – Utilizing Nescafe’s Swiss-patented technology, this flavor overcomes the challenge of "instant coffee lacking creamy foam" by offering three times the foam. With a mousse-like texture and foam that melts in your mouth, it replicates the café experience with a 1:1 resemblance.
• Dark Chocolate Latte – Capturing the current trend of "dark chocolate" flavors, it blends 100% premium imported cocoa powder and rich dark chocolate powder with real milk and authentic coffee. The result is a multi-layered flavor profile where milk, coffee, and dark chocolate harmoniously combine for a rich and indulgent experience.

Product Images

Please briefly describe how your product communicates with consumers

By deeply analyzing changes in purchasing preferences among its target audience,Nescafe Collection Line has undergone a comprehensive upgrade across formula, packaging, and brand communication strategy.
1. Packaging Upgrade: Precise Integration of "Healthy Quality" Messaging
In today’s fragmented information age, consumers are more receptive to direct and concise messages.Nescafe Collection Line adopts a flat design style, embedding key figures and upgraded concepts prominently into the packaging design to enhance memorability.
By visually amplifying elements such as “100% imported milk powder,” a 40% reduction in sugar,and straightforward low-calorie claims like “less calories than an apple,” the packaging allows consumers to quickly grasp the upgraded Line’s key health and nutritional upgrades.
2. Communication Upgrade: Comprehensive Integration of "Richness"
1) Visual Representation of "Richness"
The use of bold, impactful colors such as gold communicates the richness of the product's flavor while enhancing its premium appeal. A unique icon has been designed to convey the sophistication and exclusivity of the upgraded product. The overall visuals exude an atmosphere of richness and luxury, elevating the product’s perceived quality and achieving clear, effective communication.
2) Unique Selling Points of "Richness"
By capturing core consumer demands for milk coffee on social platforms,Nescafe Collection Line highlights the keyword “rich” and emphasizes its signature feature: “creamy foam”. Using a sensory and evocative expression, the slogan “Rich from the Foam” makes it easy for consumers to associate the product with a rich, flavorful, and high-quality milk coffee experience.
3) Omnichannel Penetration of "Richness"
Nescafe Collection Line will partner with celebrities popular among urban white-collar audiences to add buzz to its refreshed launch. The campaign will focus on key urban white-collar environments, such as office building elevators, metro station ads, and platforms like Rednote, to execute precise content placement.
By concentrating on key cities and retail locations, the series will host offline events themed around "Richness". With engaging in-store displays using POSM materials and multi-channel sampling campaigns, Nescafe Collection Line aims to effectively attract new customers and rekindle the enthusiasm of existing ones.
With superior product quality and integrated communication strategies,Nescafe Collection Line is set to make a fresh debut in 2025, offering consumers a richer, more enjoyable premium milk coffee experience.

Product Images

Ingredients List Photograph

Launch Date

2025-3

Target Consumer

Focusing on urban millennials and senior white-collar workers aged 25-39, who prioritize high-quality and health-conscious coffee.

Weight/Volume per Pack

17g~19g/条；5条 & 12条 & 20条/盒

Price per Item

5条 - 18.8元/盒；12条 - 40.5 元/盒；20条 - 63.5元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS