India: Nestle introduces "insta-filter" coffee

FMCG multinational Nestle is set to expand its coffee offering in India with the launch of Nescafe Sunrise Insta-Filter Coffee – “which provides the taste of filter coffee and yet does not require a filter”.

According to Nestle, the new coffee is made from 100% Indian coffee beans, handpicked from Coorg and Chikmagalur,  blended, roasted and transformed into a dry product that “locks the rich aroma and fresh taste of filter coffee in every granule”.

Commenting on the launch, Nestle India general manager of beverages Nayla Sioufi said: “Traditionally, the coffee market in India is divided into two segments which include the Instant and Roast & Ground coffee. Observing a trend of dual usage we realized that consumers want a product offering which provides the best of both worlds- the taste of filter coffee with the convenience of instant coffee. With the introduction of Nescafe Sunrise Insta-filter we aim to create a whole new segment expanding the overall category in India while enhancing consumers coffee experience”.

Nestle India has partnered with Snapdeal to develop an “exclusive” pack that comes in the form of a traditional South Indian steel tumbler. The product is retailed at 60 INR ($0.90) for a 24g pack that contains 15 sachets of 1.6g each and 225 INR ($3.37) for a tin of 100g.

Source: Nestle