Nestle has launched a new beverage solution, nesQino, in China. Using 100% natural ingredients, the device allows consumers to easily create healthy and customisable ‘superfood’ drinks at home or in the office. As described by Mayank Trivedi, head of the company’s Dairy Strategic Business Unit, nesQino: “is a personalised solution that reinvents good-for-you drinks to create wellness that fits the lives of our consumers.”

The launch is especially apt in today’s Covid-19 climate. Although lockdown measures in China are being scaled back, tensions remain high. As a result, consumers are less likely to visit public places or gatherings, and will retain cautionary behaviour for the time being. In fact, 73% of consumers in China are extremely / quite concerned about the Covid-19 outbreak*. This means that new learned behaviours during lockdown are likely here to stay, and as such, many consumers will be looking for ways to replicate their favourite experiences within their households. nesQino does just that.

The nesQino solution includes a silent, digitally connected Q-cup machine, superfood sachets, and three different base sachets, smoothie, oat shake and milk shake, with the option to create 21 different superfood drink recipes. Following a similar model to coffee machines, which have garnered much success for their ability to bring barista-style coffee to one’s home, nesQino offers consumers maximum control and customisation over their favourite healthy beverages, an aspect that will appeal to 63% of consumers in China that are always / often influenced by a product’s health attributes**.

The accompanying app, the Nestle mini programme, allows consumers to access nutritional information, join online communities wherein new recipes can be shared, and even change the beverage temperature depending on one’s personal preferences.

nesQino reflects Nestles ability to adapt to the times, and engage with consumers in agile and innovative ways.

*GlobalData Coronavirus (COVID-19) Tracker Consumer Survey – Week 6 – China – *Q12b, **Q18_1

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