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NESCAFÉ Espresso Concentrate set to capture emerging consumer trends
(Fifth from the left) Raef Labaki, Chief Marketing Officer of Nestlé
Malaysia; Juan Aranols, Chief Executive Officer of Nestlé Malaysia, Singapore
and Brunei; and Norkhayati Mohamed Hashini, Business Executive Officer of
Coffee, Nestlé Malaysia, pose alongside “Gen
Z’s Coffee Personas” models representing four unique coffee personalities,
celebrating the versatility of NESCAFÉ Espresso Concentrate.
Cold coffee is no longer just a
cafe trend, it’s becoming part of how young Malaysians live, create and express
themselves every day. Tapping into this shift, NESCAFÉ introduces NESCAFÉ
Espresso Concentrate, a premium liquid coffee innovation designed to bring
cafe-style cold coffee into everyday moments, effortlessly.
As more consumers, especially Gen Zs,
embrace iced and cold coffee, the way coffee is enjoyed is evolving. Today,
it’s not just about the drink - it’s about the experience, the vibe and the
freedom to personalise. The NESCAFÉ Espresso Concentrate is created for this
new generation of coffee drinkers - one that values creativity, convenience and
self-expression in everything they do[1].
This shift is reflected globally,
with 32% of coffee consumed out-of-home now being cold and this segment is
growing by 15% over the past four years[2].
Younger consumers, in particular, are driving this trend; seeking not just
quality coffee, but also the ability to customise and experiment with flavours
in a way that fits their lifestyle.
Made from carefully selected
Arabica and Robusta beans, NESCAFÉ Espresso Concentrate delivers a
rich, smooth yet bold taste in a convenient liquid format designed for cold
coffee creation, offering consistent cafe-quality results for both everyday
coffee drinkers and those exploring new experiences. Proudly produced at Nestlé
Malaysia’s Sri Muda factory in Shah Alam, a certified Halal manufacturing
hub and Nestlé’s first coffee concentrate site in Asia. This
reflects Malaysia’s key role in Nestlé’s regional innovation and manufacturing
network.
With its ready-to-mix
format, NESCAFÉ Espresso Concentrate makes it easy to create cafe-style drinks
at home. Just pour, mix and enjoy. Whether it’s a creamy iced latte, a bold
iced Americano or playful creations like fizzy lemonade or fruity blends coffee,
consumers can craft their perfect cup anytime - no machines, no complicated
steps. Each bottle makes up 10 to 16 servings, offering both convenience
and value for everyday enjoyment.
“NESCAFÉ Espresso Concentrate is set to tap into new and exciting growth opportunities within the evolving coffee space, especially among younger generations who are exploring coffee culture in their own unique way. We are creating new platforms for future growth while bringing more convenient and enjoyable coffee experiences to Malaysians. We are also honoured to have been selected as one of the main manufacturing sites for this important innovation globally.” said Juan Aranols, Chief Executive Officer of Nestlé Malaysia, Singapore and Brunei.
NESCAFÉ is taking it further by
introducing an expanded range of flavours designed for more personalised
cafe-style creations at home. The range now comes in three flavour variants - Black,
Sweet Vanilla and Velvet Mocha, available nationwide. From bold and intense
to smooth and indulgent, each variant is crafted to give consumers more ways to
enjoy coffee, their way.
From classic to creative, Gen Z turn NESCAFÉ Espresso Concentrate into
personalised coffee concoctions that are as bold, sweet or dreamy as they like.
To bring this to life, NESCAFÉ
hosted an immersive launch experience in a premium cinema setting - reimagining
the traditional product launch into a lifestyle-driven moment. Paired with a
screening of The Devil Wears Prada 2, the event created a space where
coffee, creativity and entertainment come together, reflecting how coffee today
fits seamlessly into moments of relaxation and self-expression. Guests were
invited to enjoy personalised drinks during the screening, reinforcing the idea
that great coffee can be enjoyed anytime, anywhere.
A symbolic launch moment as Raef Labaki, Juan Aranols and Norkhayati Mohamed Hashini officially launches the NESCAFÉ Espresso Concentrate, marking the debut of a new way to enjoy café-style coffee.
Beyond functionality, the product
also resonates strongly with real consumer lifestyles:
Ashley, one of the consumers
present at the event, shared, "It's great to know that NESCAFÉ is coming
out with this latest innovation. I love experimenting with drinks at home and
with NESCAFÉ Espresso Concentrate, I can easily create fun recipes like
strawberry lattes or lemonade coffee - it's so simple and totally my vibe.”
Through this latest innovation,
NESCAFÉ continues to evolve with how Malaysians enjoy coffee today, moving
beyond traditional formats towards more flexible, creative and personalised
experiences. With NESCAFÉ Espresso Concentrate, coffee is no longer just a
routine - it’s a reflection of today’s evolving, discerning consumers.
