Nestle India Introduces Nescafe Sunrise Insta-Filter To Its Coffee Portfolio

In yet another addition to their product porfolio, Nestle India has announced the launch of Nescafe Sunrise Insta-Filter. The company has partnered with Snapdeal to launch the sales of the coffee.

Nescafe Sunrise Insta-Filter

According to the company, this new coffee will taste like filter coffee, yet does not require a filter to brew. It’s made with coffee beans from Coorg and Chikmagalur, which are roasted to create a dry decoction that captures the taste of filter coffee.

Commenting on the new product, the Nestle India General Manager of Beverages, Nayla Siofi 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 realized 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.”

The coffee will be available at Rs. 60 for a 24 gram pack that contains 15 sachets of 1.6 grams of coffee as well as a 100 gram tin for Rs. 224.

Partnership With Snapdeal

Nestle  launched the coffee on April 30^th exclucisevly on Snapdeal. Along with the coffee, customers buying from Snapdeal will receive a South Indian steel tumbler.

Nestle has tied up with Snapdeal various times in the past. Recently, it re-launched the oats and atta variants of its popular Maggi noodles via Snapdeal, offering an entire pack including a Maggi calendar along with the noodles. Following the lift of the Maggi ban, Snapdeal was the first to begin selling Maggi noodles again, having curated a special ‘Welcome Back’ kit for the noodles.

Nestle also recently launched Nestle a+ Grekyo, a brand of Greek yogurt.