Gama Innovation Award – Positioning
MANCHESTER – 31st May 2016: The Gama Innovation Award – Positioning for May goes to Nescafe Azera Coffee To Go, a new retail concept looking to take on the coffee shop through a portable format that could create a new niche within the instant coffee category.
Offering “barista-style coffee made at home in just a few minutes, which you can carry out of the door”, Nescafe Azera Coffee To Go is the latest extension to Nestle’s more premium-positioned Azera instant coffee line in the UK that targets out-of-home consumption. The product comes as four individual coffee cups inside a box, each complete with a plastic lid and containing a ready-portioned amount of instant coffee to which the consumer only needs to add hot water.
Commenting on the award, Gama editorial director Tom Warden said: “Changing consumer habits in relation to coffee, especially among younger and more urban consumers, have posed a real challenge to the retail coffee market in general, and the instant coffee category in particular. Nescafe Azera Coffee To Go shows how FMCG firms can lead the fightback by offering consumers more engaging and practical formats that still retain an emphasis on value and convenience”.
Image source: Nestle / Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama’s network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
Notes to editors
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