Nestle carries out rebranding of Nescafe Classic

Representatives of mass media and partners of Nestle, who realize Nescafe Classic via their trade points, participated in the presentation.

The brand was launched in 1929. In 1929, Louis Dapples, the Nestlé Chairman at the time, was presented with an interesting task by his former employer, the Banque Française et Italienne pour l’Amérique du Sud. Nestlé was asked whether coffee stocks could be turned into a ‘soluble coffee cube’ to be sold to consumers. A chemist Dr Max Morgenthaler joined the company to help its researchers find a solution. In 1939, sales of Nescafe was launched in the USA and by April 1940, Nescafe was realized n 30 countries.

Now, Nescafe is realized in over 180 countries and it is number one coffee brand in the world. It holds 37th place in global brand ranking of Interbrand in 2013 with the value of US$10.65 billion.

Director-general of Nestle Uzbekistan Filipp Gorbunov said there were three serious changes with Nescafe Classic.

He said that the first change is taste, which became softer, balanced and aroma became saturated. The taste change was achieved due to use of first class coffee beans and special frying technology. Gorbunov said that Nescafe Classic beat almost all its competitors during blind tests.

He said that the package of the coffee was changed. New design is stylish, fashionable, bright and attractive. The design was also positively rated among consumers, he said.

Third change is a single approach to marketing and advertisement, he said. Gorbunov noted that the company developed communications, which will underline strong peculiarities of new Nescafe Classic.

Malik Karimov, manager of Nestle Uzbekistan on coffee and chocolate products, said that currently each day about 300,000 cups of Nescafe Classic are consumed in Uzbekistan.

Karimov said that new Nescafe Classic sales will start in Uzbekistan from 3 July. The coffee will be realized in packages from 2 grams to 250 grams.

Nestle Uzbekistan representatives said that the price of Nescafe Classic will not change.