Posts Tagged ‘instant coffee’

Indiana Jones Sells Coffee?

Monday, March 15th, 2010

Who’d have thought that an Indiana Jones wannabe; trekking through the Amazon rainforest, hunting for fairies to catch in coffee jars; would help sell more Nescafe? Not me. All that’s missing from the “Coffee at its Brightest” advert is some creepy crawlies, irate natives and the legendary Pat Roach dressed as a baddy.

Negotiations are ongoing for the safe release of Tinkerbell

Surely for an advert to work, it must be slightly believable. It can’t simply be pure Hollywood fantasy. But does Nestle seriously expect us to believe in the romance of their story? Is the second-hand dehydrated coffee they sell in jars, really made from plants growing wild, deep in the jungle; harvested by intrepid adventures, seeking fame and fortune from the ‘black gold’?

However, 6 months after its launch, Nestle has posted some pretty healthy growth figures. The ‘Powdered and Liquid Beverages’ segment, which Nescafe is included in, grew 9.5% in 2009. Although, Nestle attribute much of this growth to expanding markets and new products, this campaign will have had some positive influence on the figures.
(more…)

Is Instant Coffee Really Better for the Environment?

Thursday, January 21st, 2010

According to a recent report in New Scientist, instant coffee is better for the environment than filter coffee. Dr Dave Reay has calculated that filter coffee has a much larger carbon footprint than its instant counterpart.

I must say I’m a little confused with the report’s findings. Surely as instant coffee undergoes far more processes than filter coffee, before it reaches our cup, that it would require more energy to produce. Essentially, instant coffee is second-hand coffee: it’s brewed in a factory, then dehydrated before being aromatised and packaged, ready to be brewed again by the end consumer.

Unfortunately, I haven’t been able to read the original report (its not available for free on the internet), just an article on it in the Telegraph. So I’m not entirely sure what assumptions Dr Reay has based his calculations on. It would be interesting to know what he classes as an average cup of filter coffee.
(more…)