Nestlé Réunion launches Nescafé Farmers Origins in March, a new range of Nespresso compatible capsules based on the star Nescafé brand. This launch is accompanied by support that matches the power of the brand.
A coffee that is not only “tasty”, but “cultivated with respect”. This is the promise of the new range of Nescafé Farmers Origins capsules for Nespresso machines. Nescafé enters the Nespresso compatible capsule market with a range of coffees from around the world, beans from the “coffee belt”. A world of aromas where “the commitment of passionate farmers to coffee and the planet” is also expressed.. Original coffees, each with a unique taste. « Pur Arabica Colombia decaffeinated espresso », with sweet and fruity notes (Colombia is one of the largest coffee producers in the world., but this country is especially famous for its delicious decaffeinated coffees). « Lungo Pur Arabica Colombia Brazil », with notes of toasted cereals : Brazil, hot and sunny country, gives a mild and slightly acidic coffee. “Lungo 3 Americas” with smoky and dried fruit notes : a blend of coffees from the volcanic soils of Costa Rica, you Guatemala and you Nicaragua. « Espresso Arabica-Robusta India », with roasted and cocoa notes : the coffee of the lush tropics. « Ristretto Pur Arabica Africas », with notes of sweet and sweet berries : the coffee from the birthplace of Arabica and Robusta.
Growing the coffee category with Nespresso
The five Nescafé Farmers Origins SKUs offer an opportunity to accelerate category growth with a unique product proposition. Nescafé highlights the organoleptic quality of the coffees in its range : subjected to sensory analysis, tastes from high quality grains and origins were judged superior to those of the competition. « Nescafé, it’s 80 years of expertise origins in coffee lands” recalls the great Nestlé coffee brand. But Nescafé also focuses on the quality of the container : Nescafé Nespresso compatible capsules come from original technology. They are produced in Orbe, in the canton of Vaud in Switzerland, in Nespresso factories. These are aluminum capsules to guarantee the freshness of the coffee and preserve its aromas.. Eco-designed capsules made from 80% recycled aluminum, whose iconic format takes up the codes of the Nespresso packs.
A massive communications plan
“Let’s cultivate taste ! » invites Nescafé.
Nescafé Farmers Origins is supported by a national and local communication plan to quickly build product awareness. A campaign on metropolitan TV channels reinforced by local waves with targeted digital relay and press. At the heart of communication, the origins of coffee and Nespresso technology. Its launch in Reunion Island will give rise to in-store activation of the aisle, and will be followed by promotions and tasting events.
A COMMITTED COFFEE
For 10 years, Nescafé is committed to working with farmers to make their crops more sustainable. Commitment means traceability of the coffee bean and the guarantee of a fairer and more sustainable income for partners. The brand also wants to inspire the next generation of coffee farmers through training programs.
