Today, Nescafe is the third most recognized brand of all drink manufacturers and offers an extensive range of products reaching far beyond their standard coffee. For the adventurous, try their espresso varieties, cappuccinos, latte macchiatos, frappes, and even a fun "3in1" product that combines the perfect ratio of coffee, creamer and sugar in a convenient packet that just needs water!
Necessity, the Mother of Invention
Nescafe has a history rich in the tumultuous times of the 1930's when the Depression was gripping the heart of America and the demand for coffee became nearly non-existent. It was the Brazilian government, in an effort to boost their coffee bean sales, who took the initiative to find another method of getting coffee re-popularized andaffordable. They approached the Nestle company with a proposition to develop an instant coffee, and though it took seven years of intense research deep in a Switzerland laboratory, a Mr. Max Morgenthaler and his team eventually created a new product deemed Nescafe. Switzerland was the first to test out the product on April 1, 1938. For the next five years, it struggled to catch on, due to World War II raging throughout Europe. However, it was strongly supported by the the American armed forces who received it in their daily food rations. It only continued to spread as the American teens then took over the promotion during the 1950's, by choosing it as their favorite beverage in the thriving coffee-houses perpetuating a fascination with rock' n 'roll music.
Updated "Instant Coffee"
Nescafe was not the first to try their hand at creating instant coffee, but they were the first to do so successfully. Early attempts date back to 1901, and involved making extremely concentrated coffee and then collecting the residue after boiling it dry. This super high heat wiped out the flavor and aroma of coffee, producing a bitter, foul-smelling drink that could barely be called coffee. Nescafe created a unique and extremely innovative process that involved spraying a mist of concentrated coffee into large, heated towers where the fine drops turned to powder almost instantly. Carbohydrates were then added to help maintain the flavor integrity.
Nescafe Marketing Strategy Works
Because the world already had a pretty pour image of instant coffee in mind, Nescafe had to come out with a branding strategy to erase that idea and create a fresh, exciting new one. By combining Nestle with the Italian word for coffee, "cafe," they worked to put some romance and mystique in the new product and then went after the American housewife to spread its popularity. What could be easier than fixing your husband a delicious cup of steaming coffee than mixing water and coffee grounds?
They went on to develop pure soluble coffee in 1952, freeze dried soluble coffee in 1965, freeze dried coffee granules in 1967, and in 1994, re-invented a "full-aroma" process to improve the entire taste and aroma of Nescafe coffee. Today, Nescafe is the third most recognized brand of all drink manufacturers and offers an extensive range of products reaching far beyond their standard coffee. For the adventurous, try their espresso varieties, cappuccinos, latte macchiatos, frappes, and even a fun "3in1" product that combines the perfect ratio of coffee, creamer and sugar in a convenient packet that just needs water!