Nestlé India, a leading nutrition, health and wellness company, has introduced Nescafé Sunrise Insta-Filter, adding to its range of coffee and beverages. The product provides the taste of filter coffee and yet does not require a filter, according to the company.
Announcing the launch, Nayla Sioufi, general manager, beverages, Nestlé India, said, “Traditionally, the coffee market in India is divided into two segments which include the instant and roast & ground coffee. Observing a trend of dual usage we realised that consumers want a product offering which provides the best of both worlds- the taste of filter coffee with the convenience of instant coffee. With the introduction of Nescafé Sunrise Insta-Filter we aim to create a whole new segment expanding the overall category in India while enhancing consumers’ coffee experience.”
A release issued by the company stated, “The product is made from Indian coffee beans, handpicked from Coorg and Chikmagalur which is blended and roasted to transform it into a dry decoction– locking the aroma and taste of filter coffee.”
In this regard, the company has partnered with Snapdeal, a leading online marketplace, for an exclusive offering. The exclusive pack comes with a traditional South Indian steel tumbler. The product will be available in the market at the cost of Rs 60 for a 24g pack (15 sachets of 1.6g each) and Rs 225 for a 100g pack (tin).
