Launched in September 2008 in Australia, the blend of roasted and unroasted green coffee beans Nescafé Greenblend that “delivers 70% more antioxidants than green tea”, has also been promoted in France, Spain and the United Kingdom this year.
The Nescafé Greenblend product stemmed from the Nescafé Nutrition, Health and Wellness strategy, which aimed to build on coffee’s naturally high level of antioxidants and more specifically, polyphenols – helping protect the body’s cells from day-to-day damage. These polyphenol antioxidants are also found in green tea and cocoa.
In 2006, Nescafé Protect – a flagship product of a blend of roasted and green coffee beans – had been developed at the Product Technology Centre in Orbe, Switzerland and launched in several countries, including Korea, the Philippines, Thailand and Mexico.
Following this, Nestlé Australia researched local consumer preferences and worked with health professionals to identify the best way to communicate the Nescafé Greenblend concept, ensure product acceptance and convey its message for the product.