Magazine article Marketing

Nescafe Discards Self-Heating Cans

Magazine article Marketing

Nescafe Discards Self-Heating Cans

Article excerpt

Nestle UK has abandoned Nescafe Hot When You Want, its self-heating coffee in a can, because it failed to get hot enough in cold weather.

The company has stopped making the product in its current form and has commissioned Beverage Partners Worldwide, its joint venture with Coca-Cola, to create an improved version.

Hot When You Want launched to a test market of around 5000 outlets in the Midlands a year ago, priced at pounds 1.19 for a 330ml can and available in two variants: with milk, and with milk and sugar.

Devised by Thermotic Developments, a button on the base of the can activated a heating mechanism.

Nestle contributed around pounds 5m to the development of the can and pledged another pounds 10m in marketing support, including a TV campaign through McCann-Erickson. Around pounds 2.5m was spent above the line.

Jon Walsh, Nestle's marketing director for impulse drinks and strategic innovation, admitted there were two main problems with the product. …

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