Nescafé is a brand of instant coffee made by Nestlé. It comes in many different forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé first introduced their flagship powdered coffee brand in Switzerland on April 1, 1938.
Nestlé began developing an instant 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. In 1965, Nestlé introduced a freeze-dried coffee brand called "Nescafé Gold" in Europe.
In the United States, Nestlé used the Nescafé name on its products until the late 1960s. Later, Nestlé introduced a new brand in the US and Canada called Taster's Choice, which supplanted Nescafé for many years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.
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 an umbrella brand on a number of instant 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.
Other marketing activity included experiential marketing/relationship marketing, which led Nescafé to become the headline sponsor of Good Food Show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescafé collection. About 95% of consumers at this popular event rated the Nescafé Collection stand the best at the show. Nescafé used advanced 3D technology to engage their consumers, led by iD Experiential.
In the UK in August 2009, Nescafé unveiled a £43 m ad campaign for Nescafé, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".
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.