Nestlé Japan Launches “Nescafé Gold Blend Caffeine Half” with 50% Less Caffeine
Nestlé Japan Ltd. (Headquarters: Kobe, Hyogo; President and CEO: Tatsuhiko Fukaya) announced the release of “Nescafé Gold Blend Caffeine Half,” a regular soluble coffee with 50% less caffeine compared to typical coffee extracts . The product will be launched on Wednesday, November 20, with the “20-stick Black” version available through Amazon and select retailers. A nationwide rollout with an expanded lineup is planned for spring 2025. This marks Japan’s *first-ever caffeine-half soluble coffee and aims to create a new market for low-caffeine coffee while invigorating the overall coffee market.
A New Category for Nescafé Gold Blend in 50 Years: “Caffeine Half”
Nescafé Gold Blend has continuously driven innovation in Japan’s coffee culture since its launch in 1967 as the first freeze-dried coffee in the country. In 1974, it introduced “Nescafé Gold Blend Decaf,” one of the first decaffeinated coffees in Japan, offering a new way to enjoy coffee.
With growing health consciousness and lifestyle diversification, the demand for beverages with little or no caffeine has risen sharply. Over the past decade, the home-use decaffeinated coffee market has tripled (*4). Responding to consumer needs such as “choosing the amount of caffeine to suit their preferences” and “enjoying coffee freely without concerns,” Nestlé has developed “Nescafé Gold Blend Caffeine Half” to propose a new coffee lifestyle.
This innovative product aligns with the evolving demands of modern consumers while expanding the possibilities within Japan’s coffee market.
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