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Nestlé East and Southern Africa Region (ESAR) launched the NESCAFÉ 3in1 Creamy White coffee brand in Kenya.
The company says the decision to offer the new type of coffee was supported by consumer research which found the product to be the most preferred coffee blend recipe, especially because of its creamy sweetness.
The product, which will be packaged in Kenya, will be priced at Ksh.15 per individual sachet, making it the most affordable in its class.
Speaking at the launch, the company’s chief executive, Ng’entu Njeru, revealed that the pricing decision is based on market data indicating increasing coffee consumption among the young urban population, who yearns for a quality coffee within the limit of disposable income.
“Today’s young people are the future. Therefore, smart brands and businesses will be successful by keeping abreast of their needs and meeting their demand for quality products accessible at their income levels, ”Njeru said.
Njeru added that “the latest product was developed as a strategic decision to meet the demands of the emerging category of consumers, commonly referred to as Gen-Z.”
According to Njeru, coffee blends, such as NESCAFÉ 3in1 Creamy White are gaining popularity among young consumers for the convenience they offer, and that it suits the busy lifestyles of young people juggling multiple activities as entrepreneurs. herb, often combined with higher education.
‘Changamkia your potential’ movement for young people
And in line with the company’s Nestlé Needs Youth program, which prepares young people for employment and entrepreneurship, including in the food industry, NESCAFÉ 3in1 Creamy White will spearhead an initiative that goes beyond beyond the consumer experience to tap into the ambitions and aspirations of young people.
“As a brand committed to the success of young people, we have a responsibility to get involved in activating their potential to transform their creativity and dynamism into sources of tangible income. To this end, we have launched an initiative called: “Changamkia your potential” which we translate as “Activate your potential”, explained Njeru.
“In this program, NESCAFÉ 3 in1 Creamy White will help young people to prepare and share their ambitions by putting them in contact with business leaders from different spheres who have succeeded in their career path. Plus, we’ll connect them to resources that will allow them to pursue and achieve their business goals.
To kick off the ‘Changamkia Your Potential’ campaign, the brand engaged consumers and young influencers in a high-energy interactive event.
Other initiatives under the company’s sustainability program called “Nestlé Needs Young People” include framework support for entrepreneurship and farming communities. Through the “My Own Business” (MYOBU) project, the company recruits and trains young people to start NESCAFÉ coffee sales businesses in busy market areas.
As part of the NESCAFÉ plan, more than 50,000 local farmers, including more than 8,000 women, have received training in good agricultural practices and financial literacy.
