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Nescafe Coffee

Nescafe began in 1930 when Nestle was asked to develop an instant coffee that could increase Brazilian coffee consumption and deal with surpluses. After years of research, Nescafe instant coffee was launched in 1938 and became popular during World War 2 when served by the US armed forces. Nescafe has since become the top selling instant coffee brand worldwide, with over 5,500 cups consumed every second and varieties catering to global tastes. It was also the first coffee in space when brought aboard the Apollo 11 mission to the moon in 1969.

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603 views2 pages

Nescafe Coffee

Nescafe began in 1930 when Nestle was asked to develop an instant coffee that could increase Brazilian coffee consumption and deal with surpluses. After years of research, Nescafe instant coffee was launched in 1938 and became popular during World War 2 when served by the US armed forces. Nescafe has since become the top selling instant coffee brand worldwide, with over 5,500 cups consumed every second and varieties catering to global tastes. It was also the first coffee in space when brought aboard the Apollo 11 mission to the moon in 1969.

Uploaded by

unnati gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Nescafe Coffee

At the heart of the home for six generations, NESCAFÉ


has lived through a world war and even been to the
moon.
The beginnings of our famous coffee brand can be traced back to 1930,  when a group of
Brazilian bankers asked Nestlé to help find a way to increase coffee consumption and
decrease the enormous surplus of coffee production in Brazil. 

At the end of the 1920s, coffee prices were at rock-bottom and coffee was sometimes only
good enough to be used as fuel. The Brazilian bankers wanted a popular coffee to be
developed that could be consumed where a cup of coffee was otherwise not so easily
available. From this, the idea of a soluble coffee in the form of cubes or tablets originated.
This was supposed to boost sales without harming the traditional form of coffee
consumption, but instead to make it more popular.

Nestle agrees and begins several years of research into the problem. The coffee
specialist, Max Morgenthaler, was on a mission to create a delicious cup of coffee
simply by adding water. Max and his team worked hard to find a new way to make
instant coffee that would retain the coffee’s natural flavour.
After seven years of development In 1937, they found NESCAFÉ . Named by using
the first three letters in Nestlé and suffixing it with ‘café’, NESCAFÉ became
the new name in coffee. In 1938 the begun selling it and because process involves
drying equal amounts of coffee extract and soluble carbohydrates, it makes a
better tasting instant coffee which quickly becomes very popular.
During the Second World War, it became the staple beverage of the US armed forces and,
from then on, its popularity really took off. By the 1950s, coffee was the 'in' drink for the
young rock'n'rollers who flocked to the new coffee bars across the western world.
In 1954 Nescafe develops a method to produce instant coffee using only coffee,
without added carbohydrates for stabilization like before. An instant coffee that
looks better is invented in 1960s. It uses method called agglomeration, which is
done by steaming the instant coffee particles which make them to stick together in
clumps. Only problem is that another heating further worsens the coffee’s flavor.
New method called freeze-drying becomes the preferred method of making instant
coffee because it generally results in a higher-quality product with better taste. In
1986 Nestle introduces a decaffeinated instant coffee.
To be made into instant coffee, green coffee bean itself is first roasted which brings
out flavor and aroma. Beans are then ground finely and dissolved in water. Solution
is then dried by one of two methods: freeze drying, which is the removal of water
by sublimation; or spray drying. Before use powder or clumps are dissolved in hot
water

In 1969, NESCAFÉ joined the crew of Apollo 11, Neil


Armstrong, Buzz Aldrin and Michael Collins, in their
pioneering mission. The first coffee to land on the moon.
 On Top Of The World
This photo was taken in 1953, during the record-breaking expedition to
Mount Everest with Edmund Hillary, Tenzing Norgay, and a trusty little tin
of NESCAFÉ.

While instant coffee accounts for only about 25% of coffee sales world-wide.
Nescafe is bar far the dominate player in the arena. Nescafe remains the second
most recognized brand name in the world, second only to Coca-Cola
Today more than 5,500 cups of NESCAFÉ instant coffee are consumed every second with
different varieties catering to different tastes and preferences around the globe. And every
cup is filled with over 75 years of incredible heritage .

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