Sales: £432.7m (+1.5%)
Nescafé took something of a leap into the digital unknown last September when it announced it was ditching its traditional websites and moving its web presence exclusively to Tumblr, in what it claimed was a first for a global brand. It also teamed up with Google to launch a ‘fully immersive virtual reality experience’ of a Brazilian coffee field.
These are both signs of a brand keen to stay cutting edge, and succeeding - its growth is coming not only from premium lines Azera and Dolce Gusto, but Gold Blend too. The latter is still winning converts from standard Nescafé, which is in serious decline. In May, it diversified further by bringing chilled Shakissimo RTDs to the UK.
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