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Many young adults have expressed liking for the taste and aroma of coffee, yet for a number of different reasons have shied away from the consumption of the product. Nestle Ghana Ltd., thus saw a business opportunity and introduced the NESCAFÉ mixes to reduce the apprehension around coffee and build a coffee culture that would sustain the business into the future.. NESCAFE mix is a uniquely combined mix of pure soluble coffee, sugar and creamer to delight none and lapsed coffee drinkers with the true essence of coffee i.e the taste and the aroma,. The product profile consists of NESCAFE Breakfast - 35g, NESCAFE Crem - 15 g, and NESCAFE Ginger - 15g.

Unlike francophone Africa where coffee consumption is high among both the old and the young, Ghana has a relatively middle-aged market for the consumption of coffee as a daily beverage. Market research revealed the pleasant coffee aroma was liked by most of the youth, whether drinkers or non-drinkers. However due to lack of education on its preparation, many have experienced some negative side effects such as dizziness, profuse sweating or in some cases heart palpitations. This has been aggravated with various fibs and publications on the negative side effects of the coffee due to its caffeine content. Hence many young people do not consider coffee as an option for a daily beverage, however some may occasionally consume coffee to keep wake.

Also there is the perception that the coffee is for older and more sophisticated people. They may have grown up in homes where the parents were drinking coffee, however were told, 'Coffee is not good for children'. Hence, the concept behind the introduction of the coffee mixes was to recruit young consumers by getting them to adopt the taste profile and then have preference for coffee as their preferred daily hot beverage.

The NESCAFE Crem was launched in 2006 by Nestle Ghana Ltd. on the back of a musical contest for the youth called the NESCAFE African Revelations. Despite initial signs of success, the segment has not been able to achieve the desired growth over the years. Consumer feedback revealed that consumers preferred a larger cup fill and hence the addition of NESCAFE Breakfast 35g. Regardless of the above, as well as various marketing interventions, NESCAFE Mixes remain one of Nestlé's most unsuccessful products.

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