Nestlé has expanded its retail coffee presence in East Asia by bringing Starbucks packaged coffee to Vietnam
Nestlé has introduced a Starbucks At Home range and the We Proudly Serve Starbucks Coffee programme in Vietnam | Photo credit: Nestlé
Nestlé has introduced the Starbucks At Home instant coffee range and the We Proudly Serve Starbucks Coffee programme in Vietnam.
The Starbucks At Home range, which includes instant coffee serving sticks of Dark Roast, Caramel Latte, Caffè Mocha and Caffè Latte flavours, is available online from Singaporean digital retailer Lazada and from several Vietnamese supermarkets, including Topsmarket, CoopXtra and Vinmart.
The We Proudly Serve Starbucks Coffee programme will be available for Vietnam’s foodservice channels, primarily targeting office and hospitality locations.
“Starbucks has got to be one of the most loved international coffee brands by the Vietnamese people. It is loved for its signature experience - the aroma, the taste, the feeling, the prestige. We at Nestlé Vietnam recognize its influence to the people which is why we have brought the ‘Starbucks At Home’ range to Vietnam – to enrich people’s home coffee experiences and to diversify our coffee offerings with local to global favourites,” said Binu Jacob, CEO, Nestlé Vietnam.
Vietnam is the second largest producer of coffee in the world after Brazil, with Robusta accounting for approximately 95% of its annual output of 30.1 million 60kg bags.
The Starbucks At Home launch in Vietnam builds on the Global Coffee Alliance partnership, which saw Swiss food and beverage giant Nestlé pay Starbucks $7.1bn in 2018 for exclusive rights to sell the Seattle-based chain’s branded coffee products across global retail markets.
In August 2019, Starbucks and Nestlé introduced the Starbucks At Home and We Proudly Serve Starbucks Coffee range in China, the alliance’s first entry into an international market.
The organisations have since launched Starbucks premium instant coffee in Japan, Europe, Latin America and Asia Pacific.