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Nestle is a corporation with dozens of different brands under its wing. Some of them are directly related to the production of instant, grain, ground and Nespresso - encapsulated coffee. Not everyone pays attention to the fact that Nestlé owns such well-known brands as KitKat waffles, Friskies, Purina, Gourmet and Pro Plan pet food. The company produces baby food, sports and diet food, cubes, soups and seasonings "Maggi", cocoa drink Nesquick and much more.
Today, the main coffee brand of the company, Nescafe, is familiar to everyone. Products under this brand are supplied to nearly 200 countries around the globe. It all started a long time ago, and the story itself is much more interesting than just creating another business.
How did it all begin?
Nestle is one of those companies whose path begins in the 19th century. Founded in peaceful, neutral Switzerland, it has survived two world wars, crises and many challenges. Initially, it specialized in dairy products, baby food. Until the end of the 20s of the last century, the leadership did not experience difficulties, but then another financial crisis broke out.
During this time, partners in Brazil faced overproduction. They had too much coffee left in their warehouses. It had to be thrown away, which led to losses. Then Nestlé decided to make a revolution. Only not in the country, but in the production of coffee products. Leading experts in the field of chemistry were involved in the case. They were given a difficult task - to create a fundamentally new product. Initially, the concept was not at all the same as it is now. The chemists in the Swiss laboratory wanted to make such a cube for themselves, but not a bouillon cube, but a coffee one.
After several years of hard work, specialists turned their attention to the already existing technology for the production of instant coffee. It was created in Japan in 1901. However, the quality left much to be desired, so the drink did not become popular. However, the Swiss managed to refine the technology, bringing it to perfection. In 1937, the product was presented to the public, a year later it entered the market, and in 1939 the Americans and British could appreciate it.
In the 40s, instant coffee in cans became a real bestseller. The military especially appreciated him. After all, to obtain a first-class aromatic drink, only boiling water was needed.
The company did not stop there, constantly expanding its range. In the fifties, they created a line without carbohydrates, in the sixties, Nescafe appeared in glass jars, replacing iron ones on the shelves. Another mini-revolution took place already in the 90s, when Nescafe cappuccino with beautiful foam appeared on the shelves. Modern coffee from Nestlé is produced without artificial additives.
Nescafe has always been advertised in an original way. Coffee was lifted to Everest and launched into space along with the Apollo 11 mission. It is now the world's largest instant coffee brand.
There are two dozen different brands. From 3-in-1 sticks to Nespresso and Dolce Gusto, which are created in partnership with Krups. Also in 2018, a multi-billion dollar "coffee deal" was struck, allowing Nestle to sell coffee under the Starbucks brand as well.
To understand how high the sales turnover is, take a look at the company's 2018 reports. So the item "instant and liquid drinks", where a significant part of the sales volume was made by instant coffee and coffee in Nespresso capsules, demonstrates impressive performance. CHF 21.6 billion. The first five sales markets include the USA, China, France, Brazil, and the United Kingdom. Yes, Nescafe was able to perform several miracles at once. In particular, to conquer two traditionally tea regions, and to consolidate the leadership among the Brazilians. The conquest of the North American market is also an important victory. Americans are the main consumer of the product. In the US, goods are sold for 27.6 billion Swiss francs.
The era of capsule coffee machines
Nestlé has two rules. The first is to try to do everything first. Second, if they didn't manage to, then surpass the competitor. However, in the case of the capsule system, the Swiss managed to be ahead of the rest. They created the technology in 1970, and six years later the product received a patent. Since 1987, Nespresso coffee capsules have been sold not only in Switzerland. The system has conquered the markets of the USA, Japan, Germany, Austria, Spain, France, Benelux countries. Now she is popular all over the world.
Every great brand has a small but very interesting story behind it. At the origins of the creation of Nespresso coffee was a man whose name will not say anything to many. His name was Eric Favre. Together with his wife, he once went to Rome, where a barista in one of the cafes told that he makes espresso in a cunning way. He serves boiling water under high pressure several times, in jerks, saturating the coffee with steam. This is how Eric understood the first secret - oxidation reveals the coffee taste better. A second insight came to him in the infirmary, when he watched the needle of the syringe pierce the skin. So he came up with a new idea. The needle pierces the sealedthe capsule, feeding steam and water into it in portions.
This is how the idea of capsule coffee makers came about. It was with this invention that the history of Nespresso coffee began, and then it was taken up by other brands. Nevertheless, it is Nestlé that holds the lead in this direction.
In 1996, the new brand celebrated its 10th anniversary, opening 3,500 retail outlets and chalk to 18,000 commercial customers. Entered new markets for itself in the UK and Southeast Asia.
2000 was a breakthrough for the brand, in this and the next five years the growth rate averaged 30%. It covered 38 countries and created 18 thousand points of sale.
Now in the world there are 32 models of coffee machines with the Nestle capsule system. There are dozens of types of capsules themselves. One only espresso 29 positions. Another 10 falls on ristretto, 16 on lungo. Various flavored options are created - caramel, truffle and cocoa, vanilla eclair and many others. Nespresso has become virtually synonymous with the world's best natural coffee for capsule coffee makers, as Xerox is for copying machines. Now you know that behind this story are decades of work by specialists from Switzerland and other countries of the world.
You can buy coffee in capsules of the Nespresso system in our Coffeeynya online store. We always have a large selection and reasonable prices. Waiting for you.
