Name: Coffee wars: Nestles Gold Blend gambit
Uploaded: 2018-08-04T15:23:21.000Z
Duration: 3 min 44 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

Basic passive voice

There was a time when instant coffee was considered

And Nescafe's Gold Blend set the standard for luxury and class.

Nowadays, we've all become coffee connoisseurs.

With customer expectations higher than ever before,

We invented the soluble coffee more than 80 years ago.

And we have seen continuous growth for 80 years.

What is very, very important-- and why soluble coffee is

and will remain part of the life of a lot of consumers -

is that we continuously upgrade through new technology and keep

that product absolutely relevant to people.

The plan is to update Gold Blend's recipe and packaging

We have seen a strong increase in consumer demand

And we knew that we had to step change Nescafe Gold.

In the new one, we have a mix of soluble coffee and roast

and ground coffee, which is ground 10 times finer than

normal, which is then added to the soluble coffee to maximise

The ambition is that a cup of Nescafe Gold

should be able to compete with roast and ground coffee.

The new recipe has been subject to years of testing.

The problem is that sales of instant coffee

are slowing in western Europe compared to the so-called pod

And given the range of out-of-home alternatives

at our disposal, there has to be a question

mark over whether a new recipe and some fresh new packaging

will be enough to turn heads back to instant.

seem so crazy when put in a more global context.

Having said that, soluble coffee's still extremely

relevant to the overall growth equation for Nestlé,

because it's still massive in emerging markets -

Japan is also a big instant coffee market.

of people living - still, you have big consumption that

Today, every day 5,500 cup of Nescafe are drunk every second.

And this is in different forms and different varieties.

It's very important for Nestlé to get our coffee strategy

We are absolutely convinced that soluble coffee

is part of our future for a very, very long time.

With so much at stake, Nestlé will be hoping that customers

share their confidence in Gold Blend's evergreen appeal.