TMR

COLD coffee is no longer just a cafe order in Malaysia, as it has become part of how younger consumers shape their routines, express personal taste and recreate small indulgences at home.

Nestlé (M) Bhd business executive officer of coffee Norkhayati Mohamed Hashini said Nescafé Espresso Concentrate was developed to meet this shift by offering a cafe-style cold coffee experience in a ready-to-mix format.

“Nescafé Espresso Concentrate bridges convenience and premium quality by delivering a cafe-style coffee experience in a simple, ready-to-mix format,” she told The Malaysian Reserve (TMR).

The product comes in three variants, namely Black, Sweet Vanilla and Velvet Mocha, allowing consumers to prepare iced lattes, iced Americanos and more playful coffee mixes without an espresso machine or barista skills.

For a brand long associated with everyday coffee, the launch marks a move into a more lifestyle-led space where coffee is no longer treated only as a morning drink, but also as something to personalise, photograph and enjoy according to mood.

Norkhayati said consumers today want more than speed, as they are also looking for customisation and control over the taste and strength of their iced coffee.

“With this product, they can enjoy iced coffee the way they like it, without the need for machines or technical skills,” she said.

She said the liquid concentrate format also provides consistent taste and depth, allowing it to meet the expectations of more discerning coffee drinkers who still want ease and convenience.

The product is made from selected Arabica and Robusta beans and is produced at Nestlé’s Sri Muda factory in Shah Alam, Selangor.

Nestlé Malaysia, Singapore and Brunei CEO Juan Aranols said the Shah Alam facility is also Nestlé’s first coffee concentrate site in Asia, reflecting Malaysia’s role in the group’s regional innovation and manufacturing network.

“We are also honoured to have been selected as one of the main manufacturing sites for this important innovation globally,” he said at the launch.

The local manufacturing angle gives the product a broader relevance beyond taste, as it places Malaysia within Nestlé’s regional coffee innovation strategy while keeping the product halal-certified for local consumers.

Each bottle offers between 10 and 16 servings, with Nescafé positioning the drink at about RM2 per cup.

That price point matters because cafe-style cold coffee has become popular among young consumers, but frequent cafe visits remain expensive for many students, young workers and casual coffee drinkers.

Norkhayati said the espresso concentrate could attract a new segment of consumers who may find cafe culture costly or intimidating, as the product makes the experience more accessible.

“We focus on ease of use and creative freedom, showing that anyone can create cafe-style drinks at home with no barista skills required,” she shared with this writer.

She said the brand is using Gen Z-focused experiences and lifestyle-driven messaging to position the product as a tool for self-expression rather than just another beverage.

That distinction is important because the current cold coffee culture is driven as much by personality as by caffeine.

For many younger drinkers, an iced coffee is not only something to drink before work or class, but also something that fits into a routine, a social media post, a study session, a movie night or a quiet moment at home.

At the launch, Nescafé leaned into that mood by hosting the product introduction in a premium cinema setting at GSC Aurum Theatre, The Exchange TRX, Kuala Lumpur (KL).

The event paired personalised drinks with a screening of The Devil Wears Prada 2, turning what could have been a standard product briefing into a lifestyle experience.

It was a smart setting for a product that seems designed for consumers who want their coffee to feel easy but still curated.

This writer found the Sweet Vanilla variant the most likeable, as it softened the coffee without overwhelming it and gave the drink a smooth, velvety note that felt indulgent without becoming too heavy.

The Velvet Mocha would likely appeal to consumers who prefer their coffee closer to dessert, especially when mixed with milk and topped with cream cap or cocoa powder.

The Black variant, meanwhile, feels like the most flexible base because it can be used for a cleaner iced Americano or mixed with citrus and sparkling water for a brighter drink.

Norkhayati said Nescafé does not see the rise of at-home cafe-style drinks as a replacement for physical cafes.

Instead, she said the shift should be seen as an extension of cafe culture, as consumers are increasingly moving between out-of-home (OOH) and at-home coffee moments depending on routine, mood and occasion.

“Nescafé Espresso Concentrate is positioned to complement this trend by bringing cafe-style creativity into everyday moments,” she told TMR.

She said the product allows consumers to enjoy the variety they expect from cafes, but with greater flexibility and personalisation at home or on the go.

This framing is sensible because cafes still serve a social function that cannot be bottled.

They remain places for meetings, dates, work sessions and small escapes from the house.

What Nescafé is targeting instead is the space between those visits, when consumers still want a cafe-style drink but would rather make it quickly, affordably and according to their own taste.

From a business standpoint, the product also gives Nescafé a way to participate more directly in the growth of cold coffee.

Norkhayati said the range seeks to tap into rising demand for iced coffee in Asia with a convenient, ready-to-mix solution that resonates with younger generations.

She said globally, 32% of coffee consumed OOH is now cold, while the segment has grown by 15% over the past four years.

Younger consumers are driving this trend by valuing both quality and the ability to customise flavours to suit their routines.

“Nescafé is seeding future growth and expanding the boundaries of coffee culture, especially among Malaysian youths who are keen to explore new flavours and formats,” she said.

The product’s strongest appeal may be in how quickly it turns into a drink.

For a simple iced latte, consumers can pour 50ml of Sweet Vanilla Espresso Concentrate into a glass with ice, add cold milk and stir until mixed.

Those who prefer a stronger drink can add more concentrate, while those who want something lighter can increase the amount of milk.

For a bolder iced Americano, the Black variant can be poured over cold water and ice for a cleaner coffee taste without added sugar.

Nescafé also suggested using the Black no-sugar-added variant with orange juice for a refreshing orange Americano.

At the launch, a recipe card also showed a Tangerine Americano, made by pouring 50ml of tangerine syrup into a glass, adding ice and 150ml of lemon sparkling water, before gently pouring 50ml of Nescafé Espresso Concentrate Black on top.

For a richer drink, Velvet Mocha can be mixed with milk and layered with cream cap and cocoa powder for a tiramisu-inspired cup.

Norkhayati said these recipes show the versatility of the product and how consumers can prepare cafe-style drinks within minutes.

“These options make it simple for consumers to enjoy cafe-style coffee at home, tailored to their preferences,” she said.

The ease of preparation may be what gives the product its everyday strength.

It does not ask consumers to stop going to cafes, nor does it expect them to become home baristas.

Instead, it offers a shortcut to the kind of cold coffee they already enjoy, while leaving enough room for small experiments with milk, fruit, fizz or cream.

The product speaks to two different habits at once: The regular coffee drinker who wants more control over the cup, and the casual drinker who wants coffee to feel less bitter, less expensive and less complicated. 

For Nescafé, it opens another route into a cold coffee culture that is increasingly defined not only by where people drink coffee, but by how they choose to make it their own.