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Nestlé has launched its first chilled on the go latte brand – Nesfrappé – to drive the increasingly popular ready to drink market.

Nesfrappé is a refreshing chilled latte drink made with fresh semi skimmed milk and 100% Arabica coffee. Sold in 250ml bottles and in two tasty varieties – Classic Chilled Latte and Mocha Chilled Latte – the product is targeted at the younger adult consumer (18-35) grabbing drinks on the go. To appeal to this market on the go merchandising is key, so the product will be found in the front of store sandwich fridges, travel outlets and convenience stores.

The company says it is very excited about the launch. “Consumer feedback for has been impressively positive, so we believe we have developed a strong brand and a fantastic, quality product that people will develop a taste for.”

By launching the new product, Nestlé aims to drive interest in the existing RTD beverage segment and an alternative to the chilled on the go offerings of high street coffee chains. The company claims the product offers great taste and the guarantee of quality derived from Nestlé’s heritage and position as the world’s leading coffee producer.

The launch is being supported with an extensive integrated marketing campaign.