BANGKOK – Nestle Thailand announced the launch of its new line of strong canned coffee today, unveiling Nescafe Ultra Black, which contains an all-time low of only 30% sugar. According to Nophadol Siwabutr, vice-president of Nescafe marketing, the new variety offers “true coffee flavor at its strongest, for those who love their coffee black.”
The reduction of sugar to a mere 30%, compared to 50% for Nescafe’s other products, is considered a risky move in the Thai market.
“We feel that Thais are ready to step away from the traditional sweetened coffee products,” Nophadol said. “Ultra Black lets nothing get between you and the flavor of pure coffee beans,” referring to the product’s composition of 20% genuine reconstituted coffee concentrate. The other 50% is made of non-dairy creamer, preservatives, color additives, flavoring agents, and emulsifiers.
