Nescafé

Nescafé is a brand of instant coffee made by Nestlé. It comes in many different forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé first introduced their flagship powdered coffee brand in Switzerland on April 1, 1938.

History

Nestlé began developing an instant coffee brand in 1930, at the initiative of the Brazilian government, to help to preserve the substantial surplus of the annual Brazilian coffee harvest. Max Morgenthaler led the development project. Nestlé introduced the new product under the brand name "Nescafé" on April 1, 1938. In 1965, Nestlé introduced a freeze-dried coffee brand called "Nescafé Gold" in Europe.

Marketing

In the United States, Nestlé used the Nescafé name on its products until the late 1960s. Later, Nestlé introduced a new brand in the US and Canada called Taster's Choice, which supplanted Nescafé for many years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.