Nestlé, the world’s largest food and beverage company, launches in Romania the first pan-European Ready to Drink coffee line, the NESCAFÉ Barista Style range.

Nestlé offers its consumers, in addition to the classic recipes, new variants in the NESCAFÉ Barista Style Ready to Drink range: Cappuccino, Latte, Latte Caramel and Americano.

“NESCAFÉ Barista Style introduces the NESCAFÉ brand’s new creative and strategic platform, “Make your world”, which helps coffee lovers around the world find the inspiration and energy to become the change they want in the world. Ready to Drink NESCAFÉ products come with a new visual identity, a new packaging with a modern and attractive design that invites you to discover and try various tastes and aromas of the new range of coffees”, says Ramona Hărătău, Group Brand Manager Mixes South Eastern Europe, Nestlé.

The Ready to Drink segment is experiencing the fastest growth in the entire coffee category, with an annual growth rate of over 25 percent over last year (October 2021-September 2022). Moreover, in Romania, this segment is at the same level as that of coffee beans, further showing the strong development potential of this category. The most important sales channel for this category is modern trade (volume share of 62 percent), while petrol stations have a volume share of around 14 percent.

According to surveys conducted among consumers of Ready to Drink, 57 percent of those consume it for the pleasure of the taste and in socializing moments, and a significantly smaller percentage drink it exclusively to energize themselves with the help of coffee.