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Nestlé Professional
15
,000 cups of Nescafé are drunk every minute in the UK and What’s more, as a brand that cares, over the next 10 years Nestlé
coffee has now overtaken tea as the most popular out of will invest CHF350 million in coffee sustainability projects, building
home beverage. “It’s an emotive product,” said marketing on the CHF200 million invested over the last 15 years.
director Martin Lines, “the role of coffee at work is really There will be a £30m investment in Nescafé across retail and
important. 80% of businesses provide it to keep the workforce foodservice in 2010, with one single integrated message across in
happy. Switching to a bad coffee can make staff very cross indeed, home and OOH that this is “Coffee at its brightest”, dispelling the
they definitely notice the change.” Boasting a 10% share of the out myth that instant coffee is both unhealthy and unnatural. As Vending
of home market (OOH), coffee shops are still driving demand for International found out in this engaging seminar, it is neither. David
coffee and seeing ongoing volume growth. Cappuccinos and Lattes Roberts talked us through the coffee process in a tasting session
are firm favourites and are driving out of home consumption. that gave us more information on what is we like about certain
83% of respondents in a Nescafé survey said staff happiness was coffees. “We get the consumer to tell us what they want,” insisted
the key reason for supplying coffee. The coffee shop phenomenon David before offering us a few different types to try.
has not only survived the recession said Martin, it has seen end The VI team can now taste the difference between an Arabica and a
users become more discerning in the coffee they buy: “With Robusta, know that citrus like coffee is more than likely Kenyan, that
consumers expecting higher quality offerings over 75% continue to Brazil is the biggest producer and that a good espresso is 100% Arabica.
look for recognisable brands when making a purchase in OOH.” The We were, however, surprised to learn that 70% of people believe that
workplace is the biggest channel representing 53% of all coffee instant coffee is not ‘real’ coffee, that it doesn’t come from a crop
consumed out of home. “Even in the recession which has inevitably but is manufactured instead: “It’s not artificial, it’s freeze dried,” said
hit workplace consumption, growth amongst those at work can still David, explaining the process of “capturing coffee at its brightest”.
be seen as employees consume more on site in an effort to save The idea of soluble coffee was born in the 1920s. Following 7 years of
money,” he added. intense R&D at Nestlé, the first Nescafé soluble coffee hit shelves in 1938.
Did you know that every cup of Nescafé is tasted 7 times before it The 1940s saw it growing in popularity as US soldiers introduced the
even reaches your cup? Not only that, but it’s ethically produced too. world to Nescafé; then in the 1980s the iconic Gold Blend adverts
In seven countries worldwide, farmers can deliver coffee direct to had the nation gripped. No surprise then that today it is the nation’s
Nestlé buying stations, therefore bypassing the middle man and favourite brand, with 15,000 cups being consumed every minute.
receiving a higher price for their produce. With a staggering 70,000 A Nescafé survey has found that consumers want better quality
tonnes of coffee purchased direct from farmers every year, instant coffee, better quality roast and ground coffee, better quality
sustainability is more than a buzz word, it’s a reality for these vending coffee and better quality speciality coffees made available in
communities. the workplace. The idea that instant coffee is not ‘real’ coffee, that
Employers look to coffee to show employees that they care, and in soluble means processed and that this type of coffee does not even
response to this trend, Nescafé has launched its brand new Gold come from coffee beans is set to be disproved in the biggest
Blend Employee of the Month campaign designed to reward marketing investment seen to date.
employees in the workplace. Watch this space!
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