Nairobi, 26 November 2021. Nestlé East and Southern Africa Region (ESAR) today launched NESCAFÉ 3in1 Creamy White in Kenya, a move backed by consumer research in which the product emerged as the preferred coffee mix recipe based on its creamy smoothness.
The coffee mix, which is packaged in Kenya, will retail at Sh.15 per single serve sachet, making it the most affordable in its category. This pricing decision is informed by market data that indicates growing coffee consumption among the young urban population, which has a discerning palate and wants a quality creamy coffee that is accessible within their disposable income.
Speaking at the launch, Ng’entu Njeru, Managing Director at Nestlé East and Horn of Africa Cluster, positioned this product as a strategic decision to meet the demands of the emerging category of consumers, popularly known as Gen-Z.
“Today’s youth are the future; therefore, smart brands and businesses will succeed by keeping abreast of their needs and meeting their demand for quality products that are accessible at their income levels. Our NESCAFÉ 3in1 Creamy White is a coffee mix in Kenya and will retail at Sh.15 per single serve,” said Njeru.
Coffee mixes, such as NESCAFÉ 3in1 Creamy White are gaining popularity among young consumers for the on-the-go convenience that they offer, to suit the busy lifestyles of young people juggling multiple pursuits as budding entrepreneurs, often combined with tertiary studies.
In step with the company’s Nestlé Needs Youth program, which prepares young people for employment and entrepreneurship, including in agribusiness, NESCAFÉ 3in1 Creamy White will spearhead an initiative that goes beyond the consumer experience to tap into the ambitions and aspirations of the youth.
“As a brand committed to the success of young people, we have a responsibility to get involved in activating their potential to turn their creativity and drive into tangible income streams. To this end, we have launched an initiative named: “Changamkia Your Potential” which we translate to “Activate Your Potential,” Njeru explained.
“In this program, NESCAFÉ 3 in1 Creamy White will help young people package and share their ambitions by connecting them with business leaders across different spheres who have succeeded in their career paths. In addition, we will connect them to resources that will enable them to pursue and achieve their business goals.”
To kickstart the “Changamkia Your Potential” the brand, engaged consumers and youth influencers in a high-energy interactive event. Eli Mwenda, Joy Kendi and Sharon Mwangi, who have gained a popular following for their engaging content, shared lessons on how they turned their interests into the business that pays them.
Other initiatives under the company’s Nestlé Needs Youth umbrella support entrepreneurship and farming communities. Through the My Own Business (MYOBU) project, the company recruits, and trains youth to start NESCAFÉ coffee selling businesses in busy market areas. Under the NESCAFÉ Plan, more than 50,000 local farmers, including over 8,000 women, have received training on good agricultural practices and financial literacy.
For more information go to www.nestleesar.com. Follow the brand @nescafeke on social media
Trizah Waithaka, Corporate Communication and Public Affairs Manager
Nestlé East and Southern Africa Region
Email: [email protected]
Issued on behalf of Nestlé Kenya by Weber Shandwick
Associate, Client Expérience, Weber Shandwick
Tel : +254729936784
Email : [email protected]
Nestlé is the world’s largest food and beverage company. It is present in 187 countries around the world, and its 291,000 employees are committed to Nestlé’s purpose of unlocking the power of food to enhance quality for everyone, today and for generations to come. Nestlé offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like NESCAFÉ or NESPRESSO to local favourites like Nestlé MILO and Nestlé CEREVITA. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestlé is based in the Swiss town of Vevey where it was founded more than 150 years ago.