樊振东亮相雀巢咖啡1+2生椰拿铁新品发布会，共启“更好喝椰”新体验Fan Zhendong appeared at the Nestle Coffee 1+2 Coconut Latte New Product Launch Event, launching a new experience of "Better Coconut Drinking" together

近日，雀巢咖啡 1+2 生椰拿铁新品上市发布会在北京举行。作为陪伴中国消费者近 30 年的经典产品，雀巢咖啡 1+2 近十年首次推出全新风味，将年轻消费者喜爱的爆款风味融入日常咖啡体验，在晨间等重要时刻，以 " 更好喝椰 " 的轻松选择，陪伴消费者开启一天好状态。此次新品上市，是雀巢咖啡 1+2 作为国民经典主动拥抱年轻潮流的一次全新探索，也是雀巢咖啡回应消费者需求、探索咖啡更多可能的重要一步。

当天，雀巢咖啡品牌代言人、中国乒乓球奥运冠军樊振东出席活动，并与雀巢、京东嘉宾共同参与 " 敲椰 " 上市仪式，见证雀巢咖啡 1+2 生椰拿铁正式发布。作为雀巢咖啡品牌代言人，樊振东在现场分享了对雀巢咖啡 1+2 生椰拿铁的喜爱，感受经典咖香与清甜椰香自然融合、口感顺滑的全新风味体验，并和现场嘉宾共同分享咖啡，传递 " 以一杯好咖啡开启一天好状态 " 的 " 更好椰 " 理念。

雀巢咖啡品牌代言人樊振东与雀巢、京东嘉宾共同 " 敲椰 " 见证新品发布

咖啡消费日常化，风味创新成为消费者新需求

近年来，中国咖啡消费正在经历从 " 功能满足 " 到 " 价值体验 " 的转变。咖啡逐渐融入日常生活场景，并从功能性的提神饮品逐渐走向为表达个性、彰显生活方式和建立社交认同的重要载体。

在这一趋势下，中国市场正在形成更具本土特色的咖啡偏好：消费者既期待咖啡具备专业品质与丰富香气，也希望品牌通过创新风味和多元表达，满足不同场景下的情绪与体验需求。艾媒咨询数据显示，2025 年中国消费者对速溶咖啡创新的期待中，口味创新以 68.38% 的占比位居首位，反映出风味创新已成为推动咖啡品类升级的重要驱动力。

"更好喝椰"，以清甜椰香丰富晨间咖啡选择

洞察当下消费者咖啡口味多元化、偏爱清新椰香风味的需求趋势，雀巢咖啡 1+2 全新推出生椰拿铁风味，以热门国民口味精准破圈，高效吸纳咖啡品类新用户。新品采用 100% 进口咖啡豆，匠心深烘、冷凝锁香，保留本真馥郁的咖啡香气，清甜椰香与浓醇咖香自然融合，口感细腻顺滑、甜而不腻，带来 " 更好喝椰 " 的生椰拿铁风味体验。

在雀巢咖啡 1+2 看来，早晨不止意味着醒来，更是开启一天好状态的重要时段。新品延续雀巢咖啡 1+2 馥郁咖香和经典浓醇风味，以清甜椰香带来新的风味选择，并凭借便捷易享的产品形态融入不同晨间时刻：清晨起床后，陪伴消费者快速唤醒状态；居家办公时，开启专注模式；周末慢早餐，则为消费者增添一份轻松惬意。发布会现场，嘉宾也在主题氛围中品鉴了新品，感受其风味特点以及在轻松惬意的晨间场景中的饮用体验。

38年经典陪伴，雀巢咖啡携手强势渠道引领国民咖啡体验

作为雀巢咖啡旗下经典产品，雀巢咖啡 1+2 长期融入中国消费者的日常生活，是众多消费者心目中的 " 人生第一杯咖啡 "。基于大众日常咖啡饮用频次仍然偏低的现状，雀巢咖啡 1+2 以更好喝的口味、更高的性价比，降低日常喝咖啡的门槛，持续激活日常饮用场景，拉升全民咖啡饮用频次。

雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯

作为重要的战略合作伙伴，京东也将依托其强大的渠道覆盖与用户触达能力，助力雀巢咖啡 1+2 生椰拿铁走进更多消费者的晨间消费场景。其中，雀巢咖啡 1+2 樊振东同款 " 更好喝椰 " 礼盒将在京东独家发售，为消费者带来更具专属感的新品体验。同时，京东还将整合站内外营销资源，在京东站内打造新品频道、新品日等重点曝光，帮助消费者快速触达新品专区，进一步提升新品认知与购买便利。未来，双方将继续深化合作，为中国消费者带来更多便捷可得的创新咖啡产品与体验。

雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯致辞分享

进入中国市场 38 年来，雀巢咖啡始终坚持以消费者需求为核心，持续洞察消费趋势与生活方式演变，通过产品创新和体验升级及时回应市场需求，推动咖啡消费向品质化、多元化、日常化方向发展。雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯（Pamela Takai）表示：" 经典品牌真正的生命力，在于持续回应消费者不断变化的需求。未来，我们将继续以消费者为中心，围绕品质、风味和饮用场景持续创新，让更多消费者能轻松享用高品质咖啡，并打造自然融入日常生活的产品。"

Recently, Nestle Coffee's 1+2 Coconut Latte launch event was held in Beijing. As a classic product that has accompanied Chinese consumers for nearly 30 years, Nestle Coffee 1+2 has launched a new flavor for the first time in nearly a decade, integrating popular flavors loved by young consumers into their daily coffee experience. At important moments such as the morning, with the easy choice of "better coconut", Nestle Coffee accompanies consumers to start a good day. This new product launch is a new exploration of Nestle Coffee 1+2 as a national classic actively embracing the trend of youth, and it is also an important step for Nestle Coffee to respond to consumer demand and explore more possibilities for coffee.

On that day, Fan Zhendong, spokesperson for Nestle Coffee and Olympic champion of table tennis in China, attended the event and participated in the "Coconut Knocking" launch ceremony with Nestle and JD guests, witnessing the official release of Nestle Coffee 1+2 Coconut Latte. As the spokesperson for Nestle Coffee, Fan Zhendong shared his love for Nestle Coffee 1+2 Coconut Latte on site, experiencing a new flavor experience that combines classic coffee aroma with sweet coconut aroma and smooth taste. He also shared coffee with the guests on site, conveying the "Better Coconut" concept of "starting a good day with a cup of good coffee".

Nestle Coffee brand spokesperson Fan Zhendong, along with Nestle and JD guests, witnessed the release of new products by "knocking coconut" together

Daily coffee consumption and innovative flavor have become new demands for consumers

In recent years, coffee consumption in China has undergone a transformation from "functional satisfaction" to "value experience". Coffee is gradually integrating into daily life scenes, and has evolved from a functional refreshing drink to an important carrier for expressing personality, showcasing lifestyle, and establishing social identity.

Under this trend, the Chinese market is forming a coffee preference with more local characteristics: consumers not only expect coffee to have professional quality and rich aroma, but also hope that brands can meet the emotional and experiential needs of different scenarios through innovative flavors and diverse expressions. According to data from iMedia Consulting, in the expectations of Chinese consumers for innovation in instant coffee by 2025, flavor innovation ranks first with a proportion of 68.38%, reflecting that flavor innovation has become an important driving force for upgrading the coffee category.

Better to drink coconut ", enriching morning coffee choices with sweet coconut aroma

Insight into the current trend of diversified coffee flavors and a preference for fresh coconut flavor among consumers, Nestle Coffee 1+2 has launched a new coconut latte flavor, accurately breaking through the circle with popular national flavors and efficiently attracting new users in the coffee category. The new product uses 100% imported coffee beans, carefully roasted and condensed to retain the authentic and rich coffee aroma. The sweet coconut aroma naturally blends with the rich and mellow coffee aroma, and the taste is delicate and smooth, sweet but not greasy, bringing a "better tasting coconut" experience of raw coconut latte flavor.

In Nestle Coffee 1+2's view, morning is not only about waking up, but also an important time to start a good day. The new product continues Nestle Coffee's 1+2 rich coffee aroma and classic rich flavor, bringing new flavor choices with a sweet coconut aroma, and integrating into different morning times with convenient and easy to enjoy product forms: accompanying consumers to quickly wake up after waking up in the morning; When working from home, activate the focus mode; Weekend slow breakfast adds a relaxed and comfortable atmosphere to consumers. At the press conference, guests also tasted the new products in a themed atmosphere, experiencing their flavor characteristics and drinking experience in a relaxed and comfortable morning setting.

38 years of classic companionship, Nestle Coffee collaborates with strong channels to lead the national coffee experience

As a classic product under Nestle Coffee, Nestle Coffee 1+2 has long been integrated into the daily lives of Chinese consumers and is the "first cup of coffee in life" in the minds of many consumers. Based on the current low frequency of daily coffee consumption among the general public, Nestle Coffee 1+2 aims to lower the threshold for daily coffee consumption with better taste and higher cost-effectiveness, continuously activate daily drinking scenarios, and increase the frequency of coffee consumption among the public.

Cai Jiawen, Senior Vice President and Head of Coffee Business for Nestle Greater China

As an important strategic partner, JD.com will also rely on its strong channel coverage and user reach capabilities to help Nestle Coffee 1+2 Coconut Latte enter more consumers' morning consumption scenarios. Among them, the Nestle Coffee 1+2 Fan Zhendong's "Better Coconut Drinking" gift box will be exclusively sold on JD.com, bringing consumers a more exclusive new product experience. At the same time, JD.com will integrate internal and external marketing resources, create new product channels, new product days, and other key exposures within the JD.com website to help consumers quickly reach the new product section, further enhancing new product awareness and purchasing convenience. In the future, both parties will continue to deepen cooperation and bring more convenient and accessible innovative coffee products and experiences to Chinese consumers.

Speech and Sharing by Cai Jiawen, Senior Vice President and Head of Coffee Business at Nestle Greater China

Since entering the Chinese market 38 years ago, Nestle Coffee has always adhered to consumer demand as the core, continuously insight into consumer trends and lifestyle evolution, respond to market demand in a timely manner through product innovation and experience upgrades, and promote coffee consumption towards quality, diversification, and daily use. Pamela Takai, Senior Vice President and Head of Coffee Business at Nestle Greater China, said, "The true vitality of classic brands lies in their continuous response to the ever-changing needs of consumers. In the future, we will continue to focus on consumers, innovate around quality, flavor, and drinking scenarios, allowing more consumers to easily enjoy high-quality coffee and create products that are naturally integrated into daily life