Nestle coffee brands
Nestlé-Osem presents: Mobile cafés
As part of efforts to introduce new coffee brand, food company set to build portable coffee shops offering visitors free beverages
The Nestlé-Osem food company recently launched a new product, "refined Nescafe," in a bid to compete with Elite's powdered instant coffee.
As part of the efforts to introduce the new product, the company is building mobile coffee shops, where visitors will be able to receive a free cup of coffee and a cookie, Israel's leading newspaper Yedioth Ahronoth reported Monday.
The coffee shops will be set up at city squares in outlying areas, characterized by high consumption rates of Elite's powdered instant coffee. The cafés will open in the towns of Be'er Sheva, Ashkelon, Lod, Kiryat Motzkin, Sderot, Bat Yam, Tiberias, Hadera, Netanya and Petach Tikva.
The coffee shop visitors will also be able to enjoy cultural and artistic activities, live musical ensembles, performances by local artists and attractions for children. The café chain will operate at each site for three days between 10 a.m. and 10 p.m.
Elite's market share in the Israeli instant coffee industry currently stands at 32 percent.
