Company Website

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

Product concept, highlights and added value

Refreshing sparkling taste and brewing with bubbles: Through the U&A report of China's young consumers coffee, we found that young consumers are pursuing trendy flavors at the same time, but also pursuing coffee drinking with more rich taste to meet the needs. Therefore, Nescafe and their R&D team have developed China's first sparkling instant coffee, which can be brewed with drinking water without soda water to obtain rich foam and refreshing sparkling and satisfying consumers' pursuit of rich taste.

Convenient drinking method: sparkling coffee is difficult to DIY at home, and users face the difficulties, so Gen-Z users emphasize convenient drinking preparation for sparkling coffee, that is, you can brew it with water, and you can get a delicious cup of sparkling coffee after brewing, so Nescafe is also in line with the demands of consumers to develop this sparkling coffee with water that you can drink a great cup of sparkling coffee at anytime and anywhere.

Product Images

Please briefly describe how your product communicates with consumers

1. Eye-catching sparkle element design: NESCAFE Grape Sparkling Americano is the first instant coffee with rich sparkling so that we use rich bubbles as the visual core element to convey the message of sparkling taste. Therefore, consumers can find this is a bubble instant coffee at a glance on the shelf. At the same time, the juicy grapes with appetite are used as the visual hammer of product packaging, echoing the selling point of adding real grape juice to the product, and satisfying consumers' demands for young and energetic product packaging with a dynamic & appetizing grape bubble American cup diagram.
2.Abundant sparkling americano concept gift with purchase: We deliver a lot of gift with purchase, such as bubble paper, bubble coffee cups, bubble coffee gift boxes, etc., to drive sales conversion with gifts with rich bubble concepts.
3.Go young communication in Red Note: As the product focusing on recruiting new users in Gen-Z, we focus on do the communication through Red Note communication, the platform where young consumers are concentrated. In terms of content seeding angel, we grasp the “Passion Culture” in Red Note. Applying exaggerated props and KOC exaggerated expressions to show the good taste of Grape Sparkling americano and precise catching the drinking occasion-afternoon tea and dawdling over work in pantry to drive new users trial.
4.Seize the young channels: We found that the shopping channels of Gen-Z people have shifted, from traditional shelf e-commerce to content interest e-commerce, and from traditional KA supermarkets to emerging pick&mix channels.

Product Images

Ingredients List Photograph

Launch Date

2025-3

Target Consumer

Self-pleasant consumer groups represented by Generation Z and cutting-edge white-collar workers

Weight/Volume per Pack

5*17克

Price per Item

12.5元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainland China

Distribution Channels

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