SHERIDAN, WYOMING – April 8, 2025 - Meeting the Global Demand for Convenience and Variety
Nestlé is expanding its popular Nescafé Ready-to-Drink (RTD) cold coffee line to three dynamic new markets—India, the Middle East and North Africa (MENA), and Brazil. This strategic move is aimed at meeting the evolving preferences of young, fast-paced consumers who crave convenience, variety, and mobility in their coffee experiences.
With ready-to-drink beverages emerging as the fastest-growing coffee segment worldwide—thanks to double-digit growth largely driven by Gen Z and Millennial consumers—Nestlé is positioning itself at the forefront of a rapidly expanding market. Cold coffee, in particular, is leading this transformation.
Targeting Youthful Markets with Tailored Offerings
The decision to bring Nescafé RTD products to India, MENA, and Brazil is backed by demographic insights. In each of these regions, approximately one-quarter of the population consists of young people—a cohort that actively seeks out convenient and flavorful options to suit their on-the-go routines.
The expanded RTD range will feature a mix of globally popular coffee types, including latte, cappuccino, and mocha. Consumers can also enjoy indulgent flavor options such as chocolate and caramel, crafted to satisfy a broad spectrum of tastes.
"With Nescafé Ready-to-Drink, we want to bring new consumers to the coffee category and create completely new coffee-drinking occasions," said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit. "Our delicious varieties provide the perfect refreshment to enjoy with friends, on the go, at home, or wherever you prefer. With markets like India and those in MENA having largely been untapped up until now, we are confident we can grow the cold coffee category in these geographies."
Proven Success Across Asia
This expansion is not a shot in the dark. It builds on successful launches in multiple Asian countries where RTD coffee culture is already thriving. Markets such as China, Thailand, Indonesia, Malaysia, Singapore, Japan, and Turkey have warmly welcomed the Nescafé RTD line.
In fact, the Nescafé Smoovlatte Original Ready-to-Drink beverage in China has become the single bestselling product globally for the brand—an indicator of strong consumer demand and product resonance in emerging markets.
Catering to a Lifestyle of Speed and Simplicity
As lifestyles become increasingly mobile, especially among younger generations, the demand for coffee that fits into consumers’ daily flow continues to rise. RTD coffees offer the ideal solution—chilled, flavorful, and ready to enjoy anywhere, anytime.
By offering consumers new ways to experience coffee, Nestlé is not just keeping pace with current trends but shaping the future of coffee consumption. The brand’s approach resonates with consumers who value both quality and convenience without compromising taste.
A Refreshing New Way to Enjoy Coffee
The Nescafé RTD expansion also aligns with broader lifestyle trends, where the line between traditional meal and beverage times is blurring. Cold coffee is becoming more than just a pick-me-up—it’s a social beverage, a midday treat, and an integral part of daily routines.
Experience Nescafé Ready-to-Drink
With this expansion, Nestlé invites young coffee lovers in India, MENA, and Brazil to explore a whole new world of coffee moments. Whether you're commuting, catching up with friends, or simply looking for a delicious refreshment, Nescafé Ready-to-Drink offers a taste that fits your lifestyle.
To discover more about the full range of Nescafé Ready-to-Drink products, visit www.nescafe.com.