On October 14, the Nestlé Starbucks Global Coffee Alliance (hereinafter referred to as the Global Coffee Alliance) announced the launch of a Starbucks Starbucks Super Premium Instant Coffee tailored for Chinese consumers. This series of new products have achieved breakthroughs in taste, process, packaging and other aspects, and have been officially listed this month in the Starbucks Home Coffee Tmall flagship store and the Starbucks Home Coffee Jingdong flagship store, allowing consumers to enjoy a cup of their favorite Starbucks coffee without leaving home.
In recent years, China's coffee market has grown rapidly, consumers have put forward higher requirements for the quality and taste of coffee, and drinking scenarios have been enriched with the dailyization of coffee. As a strategic new product of Nestlé Starbucks Global Coffee Alliance, Starbucks can dissolve super fast with The Star Cup Super Boutique Instant Coffee, freely mixed with water, milk or other beverages, so that consumers can enjoy personalized flavors anytime, anywhere.
According to reports, Starbucks with the Star Cup tailored for Chinese consumers, the new product development process, through 2 large-scale Chinese consumer taste tests and boutique instant coffee market research, in-depth understanding of Chinese consumers' taste preferences; in Switzerland and the United States has carried out 4 large-scale production tests to determine the product process; and finally by the world's senior coffee evaluation experts for 99 samples to taste, selection, before determining the final taste.
It is worth mentioning that with the launch of new products, the "Star Return" recycling project for Starbucks Star Cup will also be launched synchronously. The "Star Return" recycling project will open an online reservation channel nationwide and simultaneously enter 25 Starbucks stores in 5 cities. Purchase starbucks with the star cup can get a special recycling bag made of recycled materials, consumers can be in the Starbucks home to enjoy the coffee "star transfer benefit" mini program to book the courier free door-to-door collection, can also use the Starbucks with the star cup to the designated Starbucks store. Points can be accumulated for each recycling action to draw gifts. The recycled Starbucks Companion Cup will be professionally reused by an international standard certified environmental organization for a second life. This project intimately opens up online and offline dual channels, covering the whole country, and encourages every consumer to implement the concept of green environmental protection into specific actions, which is another key measure for the Global Coffee Alliance to jointly implement the commitment of sustainable development.
"As one of the first companies to announce a net-zero carbon roadmap, Nestlé is committed to achieving 100% recyclable or reusable packaging by 2025, said Wenlong Ho, Senior Vice President of Nestlé's Greater China Coffee Business. The 'Star-to-Benefit' recycling programme is an important step towards helping Nestlé achieve these sustainability goals. ”
Deeply rooted in the coffee market for many years, Nestlé and Starbucks have witnessed the change and upgrading of China's coffee culture. In 2019, the Global Coffee Alliance announced a collaboration on Starbucks Home Coffee, which has grown rapidly ever since. In the first half of 2021, Starbucks Home Coffee products grew by 16.7 percent, with sales in 79 markets reaching CHF 1.4 billion. The Global Coffee Alliance has performed particularly well in China, with capsule coffee, roasted coffee beans, ground coffee powder, specialty instant coffee, ear-hanging coffee, etc. since its listing, and has led growth in many categories.
"Over the past few years, Starbucks Home Coffee has successfully launched a very rich product portfolio in the Chinese market," said David Hanson, Vice President of Channel Development for Starbucks Asia Pacific, "Through the launch of the Starbucks Star Cup, we will further expand Starbucks' business in China, develop new channels and platforms, and bring high-quality Starbucks coffee to more Chinese consumers."
【Author】 Zhao Binghui
【Source】 Southern Press Media Group South + client
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