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Nestlé is broadening its global reach by introducing its popular Nescafé ready-to-drink cold coffee range in new regions, including India, the Middle East and North Africa (MENA), and Brazil.
The ready-to-drink beverage sector is one of the fastest-growing segments globally, with double-digit growth, particularly driven by the increasing demand for cold coffee among Gen Z and millennial consumers.
In a statement, Nestlé highlighted that the expansion aims to cater to young, on-the-go consumers in these regions who value convenience and variety. “We’re tapping into markets like India, MENA, and Brazil, where around a quarter of the population is young, to meet the growing demand for ready-to-drink cold coffee,” the company said.
Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit, expressed confidence in the opportunity, saying, “Markets like India and the MENA region have been relatively untapped, so we’re excited to drive growth in the cold coffee category here.”
In India, Nestlé has already launched Nescafé cold coffee at prices of Rs 50 and Rs 75 just a month ago.
(Source: PTI)
