MUMBAI: Nestlé India announced the launch of a new coffee -Nescafé Sunrise Insta-Filter, adding to its range of coffee and beverages. Nestlé India has partnered with Snapdeal for an exclusive offering of this product starting April 30. The exclusive pack from Sanpdeal comes with a traditional South Indian steel tumbler.

The company says that Nescafé Sunrise Insta-Filter provides the taste of filter coffee and yet does not require a filter and is specially made from 100 per cent Indian coffee beans, handpicked from Coorg and Chikmagalur.

Announcing the launch Nestlé India General Manager – Beverages Nayla Sioufi said, “Traditionally, the coffee market in India is divided into two segments which include the instant and roast & ground coffee. Observing a trend of dual usage we realized that consumers want a product offering which provides the best of both worlds- the taste of filter coffee with the convenience of instant coffee. With the introduction of Nescafé Sunrise Insta-Filter we aim to create a whole new segment expanding the overall category in India while enhancing consumers coffee experience.”

Nescafé Sunrise Insta-Filter will be available in the market at the cost of Rs 60 for a 24 gram pack that contains 15 sachets of 1.6 gram each as well as a 100 gram pack (tin) for Rs 225.

Earlier this month, the Indian part of the largest food company in the world, launched a brand new exotic range of Greek Yoghurt under the brand name of Nestlé a+ Grekyo.

For damage control and rebuilding of trust for its noodles products, Nestlé India hired McCann World Group for the Maggi Noodles relaunch, with the agency’s India unit chief executive Prasoon Joshi in charge of the creatives for the campaign. ZenithOptimedia handles the media buying duties for the company.