NESCAFÉ launches Espresso Concentrate in Malaysia, targeting Gen Z with easy, customisable cold coffee creations for café-style drinks at home.
AS cold coffee culture continues to gain traction among younger consumers, NESCAFÉ has introduced its latest innovation, the NESCAFÉ Espresso Concentrate, aimed at bringing café-style beverages into everyday home routines.
The ready-to-mix liquid coffee is designed to meet growing demand for iced and cold coffee, particularly among Gen Z consumers who prioritise convenience, creativity and personalisation.
According to the brand, cold coffee now accounts for 32% of out-of-home coffee consumption globally, with the segment recording a 15% growth over the past four years.
Made from a blend of Arabica and Robusta beans, the concentrate delivers a rich and smooth flavour in a compact format, allowing users to create a variety of drinks without the need for machines or complicated preparation.
Consumers can prepare beverages such as iced lattes, Americanos and even more experimental mixes like lemonade coffee or fruity blends with a simple pour-and-mix method.
The product is manufactured locally at Nestlé Malaysia’s Sri Muda facility in Shah Alam, a certified Halal production hub and the company’s first coffee concentrate manufacturing site in Asia, highlighting Malaysia’s strategic role in its regional innovation network.
Each bottle yields between 10 and 16 servings, offering a balance of convenience and value for daily consumption.
The range is available in three variants — Black, Sweet Vanilla and Velvet Mocha — catering to different taste preferences, from bold to indulgent.
Nestlé Malaysia, Singapore and Brunei Chief Executive Officer Juan Aranols said the launch reflects the company’s strategy to tap into evolving coffee consumption habits, particularly among younger audiences exploring coffee culture in more personalised ways.
“We are creating new platforms for future growth while bringing more convenient and enjoyable coffee experiences to Malaysians. We are also honoured to have been selected as one of the main manufacturing sites for this important innovation globally,” he said.
To mark the launch, NESCAFÉ hosted an immersive event in a premium cinema setting, paired with a screening of The Devil Wears Prada 2.
Guests were served customised coffee creations during the screening, reinforcing the brand’s focus on lifestyle-driven experiences.
A consumer at the event, identified as Ashley, said the product aligns with her interest in experimenting with drinks at home, noting that it makes it easier to create recipes like strawberry lattes and lemonade coffee.
With the introduction of Espresso Concentrate, NESCAFÉ is positioning itself beyond traditional coffee formats, tapping into a shift where coffee is increasingly seen not just as a beverage, but as a form of self-expression and everyday creativity.
