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How NESCAFÉ Started?

The story behind the beginning of world's favourite coffee!

(A Thread)
1) The year was 1929. American stock market had crashed and there was tremendous financial panic.
2) Due to the Wall Street Crash, there was a severe fall in coffee prices across the globe.
3) Huge quantity of coffee beans remained unsold in the warehouses in Brazil (a major coffee producing nation).
4) Nestle, being a reputed foods company, was asked if it could turn the surplus coffee into a flavourful soluble coffee product for consumers.
5) Few soluble coffee products existed at that time. However, their taste was considered to be inferior.
6) Nestle accepted the challenge and recruited a chemist named Dr. Max Morgenthaler to begin work on this project.
7) Dr. Max Morgenthaler and his team worked hard to find a new way to make instant coffee that would retain the coffee’s natural flavour.
8) After 9 years of work, they were finally able to come up with an innovative soluble coffee powder (instant coffee) in 1938.
9) This new soluble coffee powder tasted better and also had a longer shelf life.
10) They branded it with the name "NESCAFÉ".

Named by using the first three letters in Nestlé and suffixing it with ‘café’, NESCAFÉ became the new name in coffee.
11) NESCAFÉ was launched in April 1938 in Switzerland.

It became very popular in Switzerland on its launch. Also, the timing of launch proved to be very fortunate.
12) World War 2 broke out in 1939.

And NESCAFÉ became a staple in the food rations of the American forces due to its convenience, longer shelf life and its morale boosting properties.
13) American troops felt energized by NESCAFÉ and absolutely loved the taste of coffee.

It was a quick, easy and delicious fix for the American soldiers.
14) They spread the word about NESCAFÉ and almost became its brand ambassadors.
15) The word about NESCAFÉ spread and there was a massive demand for it in USA, UK and Switzerland.
16) By the end of the war, Nestle was exporting it to more than 30 countries.
17) From then on, NESCAFÉ's popularity continued to grow over the decades.

Over the years, Nestle kept innovating and launching new variants of NESCAFÉ.
18) Today, Nescafe is the largest instant coffee brand in the world and is sold in 180 countries!
19) And that is how a brand that was started to solve the problem of unsold coffee beans in Brazil became the world's favourite coffee brand!

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