Acquiring a majority stake in Blue Bottle
Coffee Company means for Nestlé capturing younger customers who have a premium
profile and who are interested in higher-quality and higher-priced coffee.
Thanks to the deal, the ambition of
Nestlé is to strengthen its position in the US coffee market – the biggest one
– and to expand its business into a new upmarket segment.
After all, “Nestlé lacked in its portfolio something with this kind of unique profile,
which is premium and for aficionados”, according to the global head of
consumer investment banking at JPMorgan Chase.
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