Nestlé launches “Nescafé Gold Blend Caffeine Half” in Japan amid rising demand for low-caffeine options 

JAPAN – Nestlé Japan has unveiled its latest coffee innovation, “Nescafé Gold Blend Caffeine Half,” a soluble coffee product with 50% less caffeine than standard coffee extracts available in Japan.  

The product targets the growing segment of health-conscious consumers seeking low-caffeine beverage options. 

According to Hiroaki Nakanishi, marketing specialist at Nestlé Japan, a recent study revealed that around 30% of Japanese consumers avoid coffee due to concerns about its caffeine content.  

“Over the past decade, the decaf instant coffee market for home consumption has tripled in size. However, it still represents only 4% of the total coffee market,” Nakanishi stated. 

Nestlé Japan aims to transform this segment. “We believe decaf, half-caff, and similar products can reach 20% of the market by 2030, and we want our products to lead the way,” Nakanishi added. 

The new product will initially be available in 20-stick packs at select Japanese drugstores and on Amazon starting in March, with additional formats planned for future release. 

Nescafé Gold Blend has been a pioneer in Japan’s coffee culture since its debut in 1967 as the nation’s first freeze-dried coffee.  

In 1974, it introduced “Nescafé Gold Blend Decaf,” one of Japan’s earliest decaffeinated coffees.  

The latest addition, “Caffeine Half,” builds on this legacy of innovation to cater to evolving consumer preferences for beverages with reduced caffeine. 

Nescafé’s first liquid espresso concentrate 

Concurrently, Nescafé has also launched its first-ever liquid espresso concentrate in the US. 

With one out of every three cups of coffee consumed outside of the home being a cold coffee, Nescafé Espresso Concentrate allows consumers to make barista-style, personalized cold espresso beverages in the comfort of their home. 

Axel Touzet, Head of Nestlé Coffee Brands Strategic Business Unit, said: “Through the Nescafé Espresso Concentrate we want to capture what younger generations of consumers are looking for: cold, convenient, customizable, premium coffee that brings the experience and taste they have outside their home to inside their home. We are enabling them to create café-style beverages in an instant without any extra machinery.” 

Sustainability 

Meanwhile, Nestlé Ghana is advancing its sustainability agenda with various initiatives, including waste management and renewable energy adoption.  

Deborah Kwablah, Corporate Communications Manager for Nestlé Ghana, emphasized the company’s commitment to achieving environmental, social, and economic benefits. 

Nestlé Ghana’s efforts have earned recognition, including the “Overall Best Practices in Sustainable Manufacturing” award at the 13th Association of Ghana Industries and Quality Awards.  

Looking ahead to 2025, the company plans to expand its sustainability projects further. 

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