NESCAFÉ Dolce Gusto Launches ‘Starbucks Blonde Roast’ and a New Campaign Inspiring Consumers to Enjoy ‘A Click to Café Culture’ at Home

NESCAFÉ Dolce Gusto Leads the Capsule Coffee Machine Market, Launches ‘Starbucks Blonde Roast’ and a New Campaign Inspiring Consumers to Enjoy ‘A Click to Café Culture’ at Home

Left photo – (from left): Mr. Victor Seah, Chairman and Chief Executive Officer of Nestlé Indochina; Apo – Mr. Nattawin Wattanagitiphat, Brand Ambassador of NESCAFÉ Dolce Gusto; and Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit at Nestlé (Thai) Ltd., launched ‘Starbucks Blonde Roast’ and unveiled the ‘A Click to Café Culture’ campaign, inspiring Thai coffee lovers to recreate a café experience at home during the ‘CLICK with Dolce Gusto’ event at Central World.

Right photo (from left): Apo – Mr. Nattawin Wattanagitiphat, Brand Ambassador of NESCAFÉ Dolce Gusto Thailand; Mr. Victor Seah, Chairman and Chief Executive Officer of Nestlé Indochina; Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer
Business Unit at Nestlé (Thai) Ltd.; and Ms. Pojana Chusil, NESCAFÉ Dolce Gusto and STARBUCKS at Home Coffee Business Development Manager, Nestlé (Thai) Ltd., launched ‘Starbucks Blonde Roast’ and unveiled the ‘A Click to Café Culture’ campaign, inspiring Thai coffee lovers to recreate a café experience at home during the ‘CLICK with Dolce Gusto’ event at Central World.

NESCAFÉ Dolce Gusto continues to lead Thailand’s capsule coffee machine market this year with the launch of the ‘Starbucks Blonde Roast,’ a special blend of Latin American coffee beans featuring a bold yet mellow flavour and sweet, vibrant notes. Alongside this launch, the brand unveiled ‘A Click to Café Culture’ campaign, inspiring Thai coffee lovers to recreate a café experience at home.

The event featured Apo – Nattawin Wattanagitiphat, making his debut as the NESCAFÉ Dolce Gusto brand ambassador for the first time to drive consumer engagement by inspiring coffee lovers to make their own café-style beverages at home using NESCAFÉ Dolce Gusto’s wide variety of high-quality multi-beverages and cutting-edge machine technology that delivers the perfect cup at your fingertips.

NESCAFÉ Dolce Gusto Leads Thailand’s Coffee Capsule Market

The capsule coffee machine market globally has grown significantly. Key trends making coffee capsules popular among coffee drinkers include convenient single-serve use, ease of operation, and customisable instant coffee options, a rising coffee culture among urban people who prefer brewing coffee at home, and pandemic shift in behaviours with high demand for great café-style coffee moments at home.

The future of coffee lies within the capsule coffee segment. The market is currently valued at 1.8 billion baht and is rapidly growing at a Compound Annual Growth Rate (CAGR) of 8.5%. (Source: Euromonitor).

In Thailand, NESCAFÉ Dolce Gusto is the market leader in the capsule coffee machine market, with a double-digit growth every year for the past seven years. This is driven by the café-at-home lifestyle trend resulting in the rising coffee consumption occasions, the wide variety of beverages from Starbucks and NESCAFÉ Dolce Gusto, the leading-edge machine technology, and the strong brand love toward Starbucks and NESCAFÉ Dolce Gusto.NESCAFÉ Dolce Gusto and Starbucks always build meaningful connections with coffee drinkers through consumer events and communications that educate them on machine usage and beverage enjoyment.

Driving the Market with Product Innovation and New Campaign

Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestlé (Thai) Ltd., said “This year, NESCAFÉ Dolce Gusto aims to bring the café experience alive, enabling coffee drinkers to enjoy “Your Coffee Shop at Home.” Our core business strategies focus on providing high-quality, homemade café-style beverages with hassle-free coffee machine experiences,
multi-beverage offers and product innovations to Thai coffee lovers.”

Key strategies driving growth include:

1. Hassle-free coffee machine experiences simplify the beverage making experience that consumers are looking for in just a click with Red Dot award-winning design that fit in a small space of any home or condo:
2. Multi-beverage offerings meet the need for indulgent beverages at every home. Our belief, established in 2018, that ‘Coffee is not just black’, has now evolved toward ‘Your Coffee Shop at Home’ by providing a wide variety of beverages with in-home menus as many as a coffee shop would have as well as black coffee with Roast & Ground coffee quality 100% from Starbucks, and NESCAFÉ packed using Smart Capsule technology, designed to preserve high-quality taste from roasting to brewing;
3. Product Innovations such as ‘NESCAFÉ Dolce Gusto x KitKat’ collaboration as cocoa drink which was recently launched early in January this year and gained very positive feedback from consumers.

Mr. Dela Cruz continued “As the market leader, we are excited to launch ‘Starbucks Blonde Espresso Roast’, our latest product innovation in April 2025 to align with the booming light roast trend and delight passionate coffee lovers. We also introduced the ‘CLICK with Dolce Gusto’ campaign, featuring Apo as the NESCAFÉ Dolce Gusto brand ambassador, representing coffee lovers who enjoy using NESCAFÉ Dolce Gusto machines. Through our contents and special consumer event, Apo invites his fans to enjoy ‘A Click to Café Culture’ together. We expect this innovation and campaign to continue driving growth momentum, as Thais are adopting café experience at home,”.

Coffee lovers are invited to join the ‘CLICK with Dolce Gusto’ event, which is being held at Zone Beacon 2, Central World from now until 30 March 2025. The event brings a new vibe of ‘A Click to Café Culture at home’ across five zones:

Zone 1 – Love at First Click: Featuring the ‘Your Coffee Shop at Home’ experience with a wide variety of beverages from Starbucks, NESCAFÉ, and NDGxKitKat in unique designed corners. Displaying how you can get ideas to decorate your coffee shop at home in your own style.

Zone 2 – Click Your Favorite Taste: Invites coffee lovers to select their favorite beverages with just a click. You can enjoy high quality coffee from roast and ground coffee, white coffee as well as other non-coffee beverage such as matcha and chococino all packed in smart capsule technology

Zone 3 – ‘Click’ to A Cup: Try NESCAFÉ Dolce Gusto machine with expert baristas and tasting café-style menus that are simple and easy for everyone to recreate at home.

Zone 4 – A ‘Click’ and Collect: After clicking your favorite beverage, collect it and complete your purchase at this checkout zone.

For coffee lovers looking for a special café-at-home, come taste and try our machines and enjoy exclusive, limited-time promotions available at this event until the end of March 2025. Additionally, add LINE OA @nescafedolcegusto to receive special offers and stay updated with the latest news from NESCAFÉ Dolce Gusto.

Starbucks Blonde Espresso Roast is now available at 329 baht per a box of 12 capsules at leading retail stores and our online stores: https://www.dolce-gusto.co.th. For those interested in monthly subscription packages from NESCAFÉ Dolce Gusto, choose your favorite machine and capsules at: https://www.dolce-gusto.co.th/monthly-package.