"The Rise of Nescafé: Dominating the Instant Coffee Market"
Originally Published 1 year ago — by CNBC
Despite a decline in U.S. instant coffee consumption, globally, soluble coffee is on the rise, with Nescafé, the largest coffee brand of Swiss-based Nestlé, dominating the market. Known for its affordability and convenience, Nescafé is consumed at a rate of 6,100 cups per second and is sold in 180 countries. With 25 factories worldwide, the brand's success is evident, and CNBC traveled to Vietnam, the world's second-largest coffee exporter, to explore Nescafé's operations and the future of soluble coffee.