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Nescafé is a coffee brand owned by Nestlé. It comes in a variety of shapes and sizes. Nestlé Café is a combination of the terms “Nestlé” and “café.” On April 1, 1938, Nestlé launched their flagship coffee brand in Switzerland.

Nestlé began establishing a coffee brand in 1930, at the request of the Brazilian government, to aid in the preservation of the yearly Brazilian coffee harvest’s significant surplus. The development effort was directed by Max Morgenthaler. On April 1, 1938, Nestlé debuted the new beverage under the brand name “Nescafé.” Nescafé is a soluble powdered coffee that became popular in the United States after WWII.

Nestlé used the Nescafé name on its goods in the United States until the late 1960s. Nestlé then created a new brand called Taster’s Choice in Canada and the United States, which for many years succeeded Nescafé. Taster’s Choice is still sold as a distinct product, marketed as superior to Nescafé and more expensive.

Between 1987 and 1993, the Gold Blend pair, starring Anthony Head and Sharon Maughan, was featured in a 12-part television commercial campaign in the United Kingdom. In 1993, a promotional compilation video called Love Over Gold was published with the first 11 episodes. Susan Moody (using the pseudonym Susannah James) wrote a novelisation of the same name, which was published the same year. In the late 1990s and early 2000s, famed boxer Chris Eubank and soccer sensation Ian Wright appeared in different television commercials.

The Nescafé brand was revived in Canada and the United States in 2003, and the beverage is now known as Nescafé Taster’s Choice. It is available in both glass and plastic containers at North American supermarkets.

While the Nescafé name was originally intended for soluble coffee, it has now been used as an umbrella brand for a variety of instant coffee products, including Gold Blend and Blend 37 freeze-dried coffees in the United Kingdom.

Nescafé introduced the “Dolce Gusto” coffee machine technology in 2006. (“sweet taste” in Italian). The technology enables customers to brew a variety of coffees on their own (cappuccino, latte macchiato, espresso, lungo, etc.). The machine may also be used to make hot chocolate and cold beverages. More than 60 nations currently sell the machines. Unlike other Nescafé drinks, the majority of Dolce Gusto beverages are made using roasted and ground coffee beans rather than instant coffee.

Nescafé launched a £43 million ad campaign in the UK in August 2009, emphasizing on the purity of their coffee and carrying the strapline “Coffee at its brightest.”

According to the Brand Trust Report 2012, produced by Trust Research Advisory, Nescafé was placed 153rd among India’s most trusted brands. Nescafé was ranked 230th among India’s most trustworthy brands in the Brand Trust Report 2013, and Nescafé was ranked 209th among India’s most trusted brands in the Brand Trust Report 2014. Nestle India has launched Nescafe Classic instant coffee and Sunrise, a 70:30 blend of instant coffee and chicory. The original instant coffee is labeled “Blend 43” in Australia and New Zealand, initially to distinguish the locally made product from the imported version.

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