Speaking of coffee, Nescafe wants to win over Gen Z with its new cold espresso concentrate. The Nestlé-owned brand knows that to win over the young gen, they need to play to their coffee preferences, which has proven to be all things iced. Earlier this year, YPulse reported on Nestlé rolling out a cold-dissolving instant coffee. Now, Nescafe is launching an espresso concentrate that can be used as another cold base. Unlike many premixed products in the space, Nestlé says this new concentrate lets young customers “hack their coffee at home,” allowing them to add in the flavors they love, whether that’s banana bread flavored syrup or tons of creamer. They’re even capitalizing on Gen Z’s sober-curiousness by positioning coffee as an “all-day-product and sophisticated alcohol alternative.” (CNBC)
