Sunday, December 25, 2016

The invention of Nestlé Nescafé

In 1901, Sartori Kato began introducing the American public to powdered coffee at the Pan-American Exposition in Buffalo, New York.

 In Guatemala in 1906, an Englishman named Washington observed the formation of coffee powder on the spout of a silver urn. After some experimentation, he began marketing instant coffee in 1909. In 1930, the Brazilian Coffee Institute contacted Nestlé to develop coffee, soluble in hot water and that retain its flavor.

Dr Max Morgenthaler
The country was stocking a large coffee surplus that ran the risk of going to waste. Coffee guru, Dr Max Morgenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavor.

Like many brand innovators, Nescafe was a result of intensive research – seven years of research to be precise taking place in Swiss Laboratories in the 1930s.

The new product was named Nescafé – a combination of Nestlé and café. Nestle introduced Nescafe, the first commercially successful soluble coffee, in Switzerland, on April 1st, 1938. The company applied the technology at its Hayes factory, west London.

This new purpose process permitted large –scale industrialized production and transformed the industry dramatically by avoiding crop waste.

With the international launches of Nestlé’s freeze-dried instant coffee brands, the company’s coffee marketing focus shifted, In 1964 Nestlé began marketing Nescafe Gold and Nescafe Filtre freeze-dried instant coffees in Europe and Taster’s Choice in Canada in 1966.
The invention of Nestlé Nescafé

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