Nescafé Azera: Coffee To Go - Barista Style Latte
Who: Nestlé
What: Nescafé Azera: Coffee To Go - Barista Style Latte
Where: Coffee
How much: £4.59/4x22.5g
Why: Instant coffee has gone cold, with sales dropping 1.4% £702.2m on volumes down 0.7% [Nielsen 52 w/e 10 October 2015]. But demand for coffee shop quality beverages means roast and ground variants are piping hot, with the category up by £36.6m. Nescafé hopes to tap the artisanal café trend with this ‘coffee shop at home’ product. Each four-pack contains Azera instant in ready-to-go cups with skimmed milk powder and sugar.
Consumer verdict: Differing opinions were heard across the regions, with some consumers in the South calling the coffee “too weak” and “too sweet”, while testers in other areas of the UK reported the product to be “as good as Costa”. The convenience was the highlight for many, with about 28% claiming they would purchase the product at least fortnightly. The score overall was above the category norm of 36, as consumers regarded the product as relevant and available in a handy format.
Pre-trial purchase: 47%
Post-trial purchase: 45%
Better than what’s out there: 51%
New and different: 78%
Overall score: 39/50
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