Nescafe backs reduced-caffeine range with £6m

Nescafe is jumping on the health bandwagon by putting more than £6m behind the its first range of reduced-caffeine coffee.

The launch follows similar moves by Coca-Cola and Pepsi to develop mid-calorie versions of their cola brands in the past year.

Half Caff, which will be marketed as an extension of Nescafe's flagship Original and Gold Blend brands, will be available in Tesco from this week and rolled out to all major supermarkets by October.

The products will be backed by an ad campaign in the new year, and a global roll-out is being considered.

The range is designed to attract those concerned about excessive caffeine intake, but who still want the 'lift' it provides.

The launch is part of a product innovation strategy by Nescafe to revitalise the instant coffee market, which has declined by 14% since 1998, according to Mintel.

Half Caff will be available in 100g jars, with the Nescafe Original variant priced £2.15 and the Gold Blend variant £2.65.


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