Slogans: 1 Now —1 Nescafe
Coffee at its best.
It's all about you.
Nescafe. open up. (for instant)
One thing leads to another.
Your cup of inspiration. (for instant)
Start the day with great taste. (for instant)
The most famous brand of the corporation Nestle is an Nescafe is the world's largest producer of instant coffee. Name Nescafe has long been synonymous with instant coffee (for example, in some Arabic dialects, instant coffee sounds like "niskafi"), and it came from the merger of two words - the name of the manufacturer's company Nestle and the words cafe, the Italian word for cafe, coffee house, and designed to create an aura of romance and magic around the product. Under this brand, several types of instant coffee are produced, as well as a coffee machine. Nescafe Dolce Gusto.
The Nescafé logo is the name of the brand written in white on a dark background and adorns all instant coffee packages produced under the Nescafé brand. The motto of the brand today is the phrase: "1 Now -1 Nescafe" – "One moment of the present - one Nescafé".
|Nescafe is popularly known as "the leading manufacturer of ashtrays"|
Brand Nescafe appeared in 1938 in Switzerland, solving the issue of industrial processing and long-term storage of coffee. Until that moment, there was a problem of processing, storage and disposal of large volumes of coffee, unsold remains of coffee beans disappeared, and the process of brewing coffee itself seemed long and inconvenient to many. Coffee producers faced another problem - during the years of the Great Depression, the demand for coffee fell catastrophically, it was necessary to somehow change the product, make it more affordable. In 1930 Brazilian Coffee Institute (Coffee Institute of Brazil) turned to Nestle with a request to solve the problem - the export of Brazilian coffee was falling rapidly. Inventors have long been looking for a way to produce a coffee extract that can be stored for a long time and turned into coffee by adding water. And finally, they succeeded. It is worth noting that not all coffee lovers and connoisseurs recognize coffee in the resulting drink, some ignoramuses call this brown liquid simply “Burda”, but we will not find fault, it is written on a coffee bag - it means coffee!
It cannot be said that Nestle invented instant coffee, such a product was invented in 1901 by the Japanese chemist Satori Kato and produced by several companies, but was not successful due to indigestible taste and poor quality. Researchers Nestle significantly improved the process of production of instant coffee, achieving minimal loss of the original product. As rightly noted by representatives of the company: "We may not have invented instant coffee but we were the first to get it right" - in loose translation “We didn’t invent instant coffee, but we brought it to mind”.
During the Second World War Nescafe is experiencing a real boom. Soldiers and officers appreciated the convenience, speed of preparation of the drink and its ability to invigorate and maintain strength. (Well, even today’s “office trenches” haven’t yet found a replacement for instant coffee.) The war that took over the world contributed to the ubiquity of instant coffee, and the US military received coffee bags as part of its food ration. Nestle turned out to be another big corporation that "won" World War II. In the 50s, with the invention of cafe culture, coffee bars became popular Nescafe grows even more.
Since then, the number of stamps Nescafe increased. In 1972, a soft variety appeared Fine Blend, in 1984 Gold Blend, were later released Alta Rica и Cap Colombie. Nescafe also produces various varieties of decaffeinated coffee and coffee with a reduced content of caffeine, the brand deserves special mention Nescafe Partner`s Blendcreated under the Fairtrade program (fair trade), raw materials for such coffee are purchased directly from farmers without intermediaries and resellers.
For today Nescafe is the most purchased brand of instant coffee in the world, and the brand itself Nescafe - the most recognizable by consumers after Coca-Cola.