Nestlé launches the new Ready to Drink coffee range NESCAFÉ Barista Style

Nestlé, the world’s largest food and beverage company, launches the first pan-European Ready to Drink coffee line in Romania, the NESCAFÉ Barista Style range. NESCAFÉ lovers in Romania will now enjoy four different flavors of their favorite coffee anywhere, anytime, ice cold, perfect for hot summer days.

Nestlé offers its consumers, in addition to the classic recipes, new variants in the NESCAFÉ Barista Style Ready to Drink range: Cappuccino, Latte, Latte Caramel, and Americano. Each product has a delicious and balanced taste, created from carefully selected quality coffee beans, depending on the variant, milk, and flavor combinations.

These new recipes have been created to meet the latest consumer needs and are based on Nestlé’s coffee expertise. The new NESCAFÉ Barista Style recipes are the expansion of the NESCAFÉ brand portfolio in the Ready to Drink segment and offer a delicious and refreshing, balanced, on-the-go coffee experience.

“NESCAFÉ Barista Style introduces the NESCAFÉ brand’s new creative and strategic platform, “Make your world”, which helps coffee lovers around the world find the inspiration and energy to become the change they want in the world. Ready to Drink NESCAFÉ products come with a new visual identity, a new packaging with a modern and attractive design that invites you to discover and try various tastes and aromas of the new range of coffees“, says Ramona Hărătău, Group Brand Manager Mixes South Eastern Europe, Nestlé.

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The Ready to Drink segment is experiencing the fastest growth in the entire coffee category, with an annual growth rate of over 25% over last year (October 2021-September 2022). Moreover, in Romania, this segment is at the same level as that of coffee beans, further showing the strong development potential of this category. The most important sales channel for this category is modern trade (volume share of 62%), while petrol stations have a volume share of around 14%.

According to surveys conducted among consumers of Ready to Drink, 57% of those consume it for the pleasure of the taste and in socializing moments, and a significantly smaller percentage drink it exclusively to energize themselves with the help of coffee.

We are seeing a change in consumption in the Ready to Drink category, as it gradually migrates from an impulse purchase to a constant, planned consumption. Ready to Drink coffee began to be considered suitable for daily consumption, at lunch, as dessert or between meals.

The regular Ready to Drink coffee consumer is one who explores various aromas and tastes in the category of coffee or coffee specialties, is young, ambitious, and open to new things. Drinking coffee has a social connotation, spending time with friends.