Nescafé, a name which is a combination of the words “Nestlé” and “café”, was launched in 1938.

At the initiative of the Brazilian government, Nestlé had began developing a coffee brand in 1930, to help to preserve the substantial surplus of the annual Brazilian coffee harvest.

The soluble powdered coffee went on to become an American staple during World War II.

Now, this classic coffee offering is meeting evolving workplace needs.

As we emerge from the pandemic, consumer attitudes towards workplace beverages are polarising, making decisions even more complex for purchasers.

The last few years have thrown ‘normal’ into disarray, leading a large proportion of consumers to seek out the familiar: finding reassurance and trust in everyday brands. On the flipside, a significant number of consumers are enjoying small self-indulgences, leading to greater demand for premium quality. Exposed to better tasting coffee – in and out of home – 70% of UK consumers now think it’s worth paying more for higher quality coffee, driving premiumisation in the category.

Within this context, the younger generation is driving mindset and behavioural changes. Social responsibility is key, with 69% of Generation Z preferring to buy from a company contributing to social causes. As a wholesaler, you know that coffee plays a vital role in your workplace beverage offering to your customers. They now have the added challenge of keeping their employees satisfied, whether they’re seeking premium quality or comforting reassurance from their daily coffee. Having a trusted ‘go-to’ coffee brand decreases that complexity, and as the top brand employees would like to see, 8 out of 10 purchase decision makers choose NESCAFÉ.

At NESCAFÉ, we believe that everyone deserves a great cup of coffee. Roasted to perfection, there is a NESCAFÉ coffee to suit every taste, whether that is easy-going NESCAFÉ Original with its bold and full flavour, NESCAFÉ Gold Blend with a rich aroma and smooth taste or our super-premium, barista inspired NESCAFÉ Azera, perfect for people who want to try a new coffee experience.

Whilst providing great tasting coffee is important, so is making sure that we minimise our impact on the world we live in. NESCAFÉ comes in tins that are infinitely recyclable, and we have committed to making 100% of our packaging recyclable or reusable by 2025 so that our coffee is doing a bit more for the world today, and tomorrow.

What’s more, we’re passionate about sustainability and the people we work with, which is why we collaborate with our coffee partners to empower coffee communities. For the last 10 years, we have been committed to sustainable sourcing to ensure a fruitful future for everyone in the coffee industry. We have distributed over 180 million disease-resistant coffee plants to farms, developed labour rights programmes and helped over 10,000 farmers to work more efficiently through business skills training.

Good People Deserve Good Coffee. Taste is just one of many reasons you can feel good about offering NESCAFÉ. So why not help your customers show their appreciation with a coffee brand their employees know and love, whilst supporting the world that we live in?


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