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Coffee innovation in Japan led by Nescafé Barista
06.08.2010 10:34 "Agro Perspectiva" (Kyiv) —
Nescafé Barista, Nestlé’s innovative breakthrough solution which provides a complete coffee system, continues to excel in the Japanese market.
As the only at-home coffee by the cup system of its kind using soluble coffee, it offers a full café menu at the push of a button.
Exclusively available in Japan, consumers can enjoy five delicious, full-bodied types of coffee including cappuccino, café latte, espresso-type, black coffee and mug-sized black coffee.
Used with the patented Nescafé Eco & System refill pack, the machine can make real crema to produce frothy foam — which was impossible to achieve before when preparing a cup of instant coffee in the traditional way.
With its state-of-the-art technology and brand created in alliance with Bravis International, the product breaks the misconception that «roast and ground coffee is more delicious than instant coffee», which has been widely believed in Japan, therefore bringing new value to the world of instant coffee.
Launched in April 2009, distribution was then expanded through the food retail business and through internet direct sales in early 2010. Consumer demand has reached far beyond expectations and has exceeded the initial production capacity.
With the introduction of Nescafé Barista, Nestlé Japan had sought to offer a new perspective for consumers and bring additional value to the coffee market by moving from being a traditional «instant coffee manufacturer» to a «coffee system solution provider.»
Nescafé initially started commercialising soluble coffee in Japan in the early 1960’s, and started producing locally in 1966.
Since then, it has successfully driven the development of the soluble coffee category, introducing technologies such as Freeze Dry and offering a wide variety of products tailored to Japanese consumers’ taste.
Nestlé Japan also launched another innovative coffee system — Nescafé Dolce Gusto, a Nestlé machine and capsule solution available across many markets.
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