Nescafé launches Ice Roast for the growing number of its consumers

A brand of coffee made by Nestlé, Nescafé is launching Ice Roast, the brand’s first ever soluble coffee designed especially for consumption with cold water or milk, over ice.

This launch is in a bid to cater for the growing number of people who wish to drink cold coffee at home.

Today, 15% of coffee in the world is drunk cold, with the majority of this consumed by younger people, especially Generation Z. In line with this trend, there is rising demand for products that allow people to recreate café-style cold coffee experiences in the home.

Nescafé Ice Roast is launching in China this month, with Mexico to follow. Working closely with Nestlé’s coffee business and its markets – experts at Nestlés coffee R&D center in Orbe Switzerland, crafted this breakthrough innovation from bean to cup.

Starting with 100% Robusta coffee beans, grown and produced sustainably, Nestlé’s team tailored the roasting profile for a lightly roasted soluble coffee without harsh or bitter notes. They optimized the extraction process for a refreshing taste and clear appearance in the cup and perfected the coffee granule structure, so it dissolves quickly and easily.

Damien Tissot, Head of Nestlé’s Product Technology Center Coffee in Orbe, Switzerland, said “With Ice Roast, we’ve created a light-medium roast that’s ideal to drink cold, with a smooth texture and cocoa notes that unlocks new sensory territory. By applying an innovative mindset, our teams have created a new sensory experience in cold coffee.”

Donald Howat, Global Category Lead for Nescafé, said “Cold coffee is hot, with a new generation of coffee drinkers entering the category through cold. We’re really excited by this launch, because Ice Roast gives them the opportunity to enjoy an even better cup of cold coffee at home and recreate their favorite drinks.”

With over 6,000 cups drunk globally every second, Nescafé is the world’s favorite coffee brand, and it continues to innovate to offer people a wide variety of coffee experiences.

Other recent launches include Nescafé Black Roast, Nestlé’s most intense coffee ever, and Nescafé Roastery Collection, a super-premium soluble coffee. Currently sold in Nigeria, Nescafé Malty is an accessible 3-in-1 blend that balances Nescafé coffee with millet malt, for a rich, creamy blend suited to local tastes.