Starbucks launches premium instant coffee with Nestlé

By Rachel Arthur contact

- Last updated on GMT

Starbucks-branded premium instant coffee will resonate with loyal Starbucks consumers, says Nestle.
Starbucks-branded premium instant coffee will resonate with loyal Starbucks consumers, says Nestle.

Related tags: Starbucks, Nestlé

Starbucks and Nestlé believe they can bring a premium sparkle to the instant coffee category with the global launch of Starbucks branded premium instant coffee this month.

The range consists of Medium Roast and Dark Roast coffees, as well as a variety of coffee beverages and a tea latte. 

The instant coffees will be available in supermarkets and on online platforms under Nestle’s partnership with Starbucks for packaged coffees. Markets include the UK, Ireland, Brazil, Chile, Mexico, Australia, New Zealand, Greater China (Mainland China, Hong Kong and Taiwan), Singapore, Malaysia, Thailand, Japan and South Africa.

Latin American coffee 

The range of Starbucks premium instant coffee is the latest innovation co-developed by Nestlé and Starbucks under the global coffee alliance,​ which has been releasing new products across 40 markets over the last year (to date these include cold brew, golden turmeric, coffee with essential vitamins​ and refrigerated coffee creamers​).

Although many consumers have shunned the instant (soluble) coffee category for trendier coffee pods, RTD coffee drinks or take-away coffee, the instant coffee category is still ‘growing fast globally’, according to David Rennie, deputy executive vice president, Head of Nestle Coffee Brands.

“With the launch of Starbucks premium instant coffee, we have a new range that resonates with Starbucks consumers and will strengthen our leading position,”​ he said.

In fact, the soluble coffee category is still one of the biggest coffee segments: accounting for 25% of total coffee sales.

"There has never been a time with such a wide range of offerings - including premium products,"​ adds the company. "The new ways to experience coffee in the soluble segment both increase consumption and bring new consumers. 

"Since we created the alliance, all products we have launched have seen a positive response from consumers and we expect this will continue." 

The Medium Roast is described as “a smooth and balanced Latin American coffee with creamy notes of milk chocolate and nuts”. The Dark Roast, meanwhile, is a “fuller-bodied, bold Latin American coffee with a sweet roast flavor and notes of delicious dark chocolate.”

The coffee beverages and tea latte take their inspiration from signature Starbucks beverages: available in Cappuccino, Caffè Latte, Caffè Mocha, Caramel Latte, and Vanilla Latte, as well as tea-based Matcha latte.

All products are crafted with the same ethically sourced C.A.F.E. Practices arabica beans that Starbucks uses in its coffee shops; although the process to make instant coffee is different.

Related topics: Tea and Coffee, Markets, Nestlé

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