Tuesday 25 June 2024
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GLOBAL – Nescafe targets Saudi consumers with Arabiana

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JEDDAH, Saudi Arabia – Celebrating its 75th global anniversary, Nescafe, a major coffee brand in the Middle East is launching Arabiana, a product developed especially for Saudi consumers to honour the flavor of Arabian coffee.

Nescafe Arabiana is the first-of-its-kind 100 percent instant Arabic coffee product, prepared with premium-quality green coffee beans combined with cardamom and other natural flavors.

The launching event was held in Jeddah, where media enjoyed watching traditional dances, taking memorable photographs with falcons and savoring dates with Nescafe Arabiana coffee.

Raef Labaky, head of Nescafe Coffee Business at Nestle Middle East, said: “The launch of NESCAFE Arabiana marks a historic milestone for NESCAFE in the Middle East.

This revolutionary product has been developed as a result of three years of intense research, as it was exclusively conceived to cater to the discerning local palette. Coffee consumption is a tradition which is deeply embedded in the Arab culture.”

Labaky said: “Nescafe Arabiana offers a great taste and a unique flavor that consumers of Arabic coffee can indulge into at anytime, anywhere, with convenience and ease, as it can be prepared in just a few minutes.”


Labaky added: “We are confident that the product will be popular among the younger generation that is looking to balance traditional values with the fast-paced contemporary lifestyle.

Labaky said: “The creation of Nescafe Arabiana also reflects an attempt to help transcend cultural barriers and bring people together to savor the exclusive taste of Arabic coffee.”

Source: Arab News


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