Consumers worldwide can now enjoy a new premium Nescafé that uses a blend of soluble and finely ground micro-granulated coffee designed to meet specific tastes in individual countries. In April 2012, Nestlé launched Nescafé Duo Grão in Brazil. It was first launched to Japanese consumers as a luxury coffee called Nescafé Koumibaisen in 2011. In the United Kingdom, it was launched as Nescafé Azera, and as Nescafé Molienda in Mexico.
Researchers at the Nestlé Product Technology Centre in Orbe, Switzerland, studied how to match coffee to consumers’ taste preferences and habits. They noted that consumers in Mexico do not like bitter coffee, but prefer a smoother taste, whilst the Japanese like their coffee stronger and rich in aroma, while the British like a well-balanced coffee taste. Brazilians prefer their coffee with a smooth but aromatic taste.
Nescafé selected a blend of Arabica and Robusta coffee beans to achieve specific tastes, choosing beans that provided a smoother or more bitter taste. The beans are either lightly or deeply roasted to determine the different aromas. The roasted beans are then ground down to micro-granules and blended together with soluble coffee to provide a unique and specifically crafted cup of coffee.
The product is expected to reach more consumers in more countries this year.
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