Nescafé

Nescafé

Type	instant coffee
Current owner	Nestlé
Introduced	1938

Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of many different products. The name is a portmanteau of the words "Nestlé" and "café".^[1] Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938^[2] after being developed for seven years by Max Morgenthaler and Vernon Chapman.^[1]

Branding and marketing

In the US the Nescafé name was used on its products throughout the 1950s and '60s. Later, Nestlé introduced a new brand in the United States called Taster's Choice, which supplanted Nescafé for many years. In 2003, the company reintroduced the Nescafé brand in the US, and the product is now known as Nescafé Taster's Choice. It is sold in US supermarkets such as Safeway in both glass and plastic packaging.

While the Nescafé brand was created for soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.

In the UK in August 2009, Nescafé unveiled a £43m ad campaign for Nescafe, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".^[3]

Lawsuits

In February 2005, the Associated Press reported Nestlé lost a lawsuit and was ordered to pay $15.6 million US to Russell Christoff for using an image of him without his permission on their Taster's Choice label for approximately five years (1998–2003).^[4] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.^[5] On October 31, 2007 The California Supreme Court, with a vote of 6-0, granted review.

English band Muse successfully sued Nescafé in 2003 when its song "Feeling Good" was used in a television advert without permission, donating the £500,000 compensation to Oxfam.^[6]

References

External links

• Official website
• Nestlé: Nescafé
• The Nescafé Dolce Gusto System at Espresso Club