NESCAFÉ® Celebrates 70 Years Producing Quality Coffee
In 1930, the Brazilian government was faced with a challenge: What to do with a large coffee bean surplus. So the Brazilian Coffee Institute called on a company they knew had the resources, the knowledge and the innovative ideas to develop new coffee products-NESTLÉ®.
Our coffee guru, Max Morgenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee's natural flavor, aroma and satisfaction. Soon NESCAFÉ® was born. The name was a natural, combining NESTLÉ® and café.
We first introduced NESCAFÉ® in Switzerland on April 1, 1938. For the first half of the next decade, however, World War II hindered its expansion in Europe. But soon we exported NESCAFÉ® to France, Great Britain and the United States.
Without realizing it, American soldiers played a key role in promoting NESCAFÉ® on the continent. Among their daily rations was a coveted treat-an aromatic powder that became real coffee, simply by adding hot water!
NESCAFÉ's® popularity grew rapidly through the rest of the decade. In 1943, annual production jumped to one million cases. By the 1950's, coffee had become the beverage of choice for teenagers, who were flocking to coffee houses to hear the new rock 'n' roll music. Today, NESCAFÉ® is the #1 brand of coffee in the world!
Since then Nestlé has pioneered the single-cup coffee system category and is the undisputed number one leader in the super-premium sector with its Nespresso brand. Through years of extensive research and development to ensure superior quality, NESCAFÉ® Dolce Gusto® was successfully launched in Europe in 2007.
Nestlé® believes that the unique design of the NESCAFÉ® Dolce Gusto® system produces the highest quality coffee, as good as, or better than, coffee from any of its competitors and from coffeehouse machines-in your own kitchen, whenever you're in the mood for a smooth cappuccino, latte, or regular cup of Joe!