Personalised superfood solution: Nestle assess further APAC launches for nesQino after China Tmall debut

By Guan Yu Lim contact

- Last updated on GMT

Consumers choose one superfood sachet and one base sachet, pour it into the machine (Q-cup) with water, select the desired temperature (hot or cold), and let it mix for two minutes ©nesQino
Consumers choose one superfood sachet and one base sachet, pour it into the machine (Q-cup) with water, select the desired temperature (hot or cold), and let it mix for two minutes ©nesQino

Related tags: Nestlé, China, superfood

Nestle is conducting consumer testing with a view to expanding its customisable 'superfood' drink product, nesQino, to more APAC markets, after an initial launch in China via e-commerce platform Tmall.

nesQino consists of a machine, three base sachets (smoothie, oat shake, milk shake), and seven superfood sachets. Consumers can mix and match the different sachets to create 21 different superfood drink recipes.

The nesQino sachets are extracted from fruits, vegetables, roots, and microalgae, with no additives or preservatives.

Angelo Giardini, senior vice president and business executive officer at Nestle China told us​: “Every one of these natural ingredients is nutritious, delicious, healthy, and low in fats and calories​.”

Chinese consumers

According to Nini Chiang, chief marketing officer at Nestle Greater China, the company chose to launch in China because it is its second largest market in the world, and more than 90% of its products in the country are produced locally.

Chinese consumers have rigorous requirements for their health, and they are increasingly looking for solutions to address their individual health needs."

When developing nesQino, our Chinese R&D teams set out to fully meet Chinese consumer demands for a high quality, healthy life. We hope to be the first to introduce a unique product like this to consumers through the dynamic China market​,” Chiang said.

Giardini added that Chinese consumers, especially those in the Gen Y and Gen Z age range, were key targets: “They are cosmopolitan, and they are individual, they take nutrition and health seriously while maintaining an easy-going lifestyle," ​he added.

Online focus

The product is sold on Nestle’s flagship store on Tmall with the machine retailing at RMB688 (USD97), the superfood and base sachets cost RMB65 (USD9) and RMB35 (USD5) respectively for five sachets each.

Nestle told us it is focusing on e-commerce, and may look to expand onto other online platforms in the future.

As online shopping has become a habit for younger generations in China, nesQino is trying to provide a more contemporary and convenient way to reach and engage our target consumers​,” Giardini said.

Nestle also chose to launch nesQino in the middle of the coronavirus  pandemic, with Chiang explaining that demand for ‘healthy nutrition’ would continue to grow.

It is now working on making its nesQino sachets recyclable in China, following the footsteps of its recyclable infant formula container tins​ in the country.

The sachets are made up of FSC certified paper, aluminium and polyethylene plastic which offer the right water, oxygen and light barrier.

The firm said it would now be seeking to launch the product in other APAC markets, and added it was currently undertaking consumer testing across the region.

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