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| Product type | Instant coffee |
|---|---|
| Owner | Nestlé |
| Country | Switzerland |
| Introduced | April 1, 1938; 86 years ago (April 1, 1938) |
| Markets | Worldwide |
| Tagline | It all starts with a Nescafé. |
| Website | nescafe |
Nescafé is a brand ofinstant coffee sold by the multinational food and drink corporationNestlé. It comes in many different forms. The name is aportmanteau of the words "Nestlé" and "café".[1] Nestlé first introduced their flagship coffee brand inSwitzerland on April 1, 1938.[1]
Nestlé began developing a coffee brand in 1930, at the initiative of the Brazilian government, to help to preserve the substantial surplus of the annual Brazilian coffee harvest. Max Morgenthaler led the development project. Nestlé introduced the new product under the brand name "Nescafé" on April 1, 1938.[1] Nescafé is a soluble powdered coffee that became an American staple duringWorld War II.[2]
In 1965, Nestlé introduced afreeze-dried coffee brand called "Nescafé Gold" in Europe.[1]
In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice.[2]
In theUnited States, Nestlé used the Nescafé name on its products until the late 1960s. Later, Nestlé introduced a new brand in Canada and the US calledTaster's Choice, which supplanted Nescafé for many[vague] years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.[citation needed]
In the United Kingdom, atelevision advertisement campaign, theGold Blend couple starringAnthony Head andSharon Maughan ran in 12 instalments between 1987 and 1993.[3] The first 11 episodes were released as a promotional compilation video calledLove Over Gold in 1993. A novelisation of the same name written bySusan Moody (under the pseudonym Susannah James) was released in the same year.[4] The legendary boxerChris Eubank and soccer starIan Wright featured separately in television ads in the late 1990s and 2000s.
In 2003, the company reintroduced the Nescafé brand in Canada and the US, and the product is now known as Nescafé Taster's Choice. It is sold in North American supermarkets in both glass and plastic packaging.
While the Nescafé brand was created for soluble coffee, it has subsequently been used as anumbrella brand on a number ofinstant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.
In 2006, Nescafé launched the new coffee machine system "Dolce Gusto" ("sweet taste" in Italian). The system allows consumers to make various styles of coffees themselves (cappuccino, latte macchiato, espresso, lungo, etc.). Additionally, hot chocolate and cold drinks can be prepared with the machine. The machines are now sold in more than 60 countries. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and ground coffee beans, instead of instant coffee.
In the UK in August 2009, Nescafé unveiled a £43 million ad campaign for Nescafé, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".[5]
Nescafé was ranked 153rd among India's most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory. In the Brand Trust Report 2013, Nescafé was ranked 230th among India's most trusted brands and subsequently, according to the Brand Trust Report 2014, Nescafé was ranked 209th among India's most trusted brands.[6] Nestle India has brandedinstant coffee as Nescafe Classic and the 70:30 mix of instant coffee andchicory as Sunrise.[7] In Australia and New Zealand, the original instant coffee is branded "Blend 43", originally to differentiate product made locally from imported beans, from the imported version.[8][9]
In Pakistan, Nescafe launched an annual music show based on the same theme as ofCoke Studio, namedNescafé Basement.
In February 2005, the Associated Press reported Nestlé lost a lawsuit and was ordered to pay US$15.6 million to Russell Christoff for using an image of him without his permission on their Taster's Choice label for approximately five years (1998–2003).[10] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.[11] On October 31, 2007, theCalifornia Supreme Court, with a vote of 6–0, granted review. On August 17, 2009, the court reversed the judgment (opinion S155242) and remanded the case to the trial court to consider whether the ad campaign covered a "single publication", which would have prevented Christoff from suing because thestatute of limitations would have lapsed, or multiple publications.[12]
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Susan Moody is also the author of the romantic fiction titleLove Over Gold (1993, writing as Susannah James) inspired by a television advertising campaign
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