回应中国消费者需求，雀巢咖啡1+2产品近十年首次推新In response to the demand of Chinese consumers, Nestle Coffee's 1+2 product has been launched for the first time in nearly a decade

新京报讯（记者王子扬）7月31日，新京报记者了解到，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的生椰拿铁产品，将年轻消费者喜爱的爆款风味融入日常咖啡体验。此次是雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯（Pamela Takai）履新后首次公开亮相，也是雀巢咖啡1+2一次全新探索，回应消费者需求。

近年来，中国市场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。

此次活动上，蔡家雯与雀巢咖啡品牌代言人樊振东共同亮相。蔡家雯表示：“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。”

作为重要战略合作伙伴，京东将助力雀巢咖啡1+2生椰拿铁走进更多消费者的晨间消费场景，包括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。

编辑 李严

校对 王心

New Beijing News (Reporter Wang Ziyang) On July 31st, a reporter from New Beijing News learned that as a classic product that has accompanied Chinese consumers for nearly 30 years, Nestle Coffee 1+2 has launched a new coconut latte product for the first time in nearly a decade, integrating popular flavors loved by young consumers into their daily coffee experience. This is Pamela Takai, Senior Vice President and Head of Coffee Business at Nestle Greater China, making her first public appearance since taking office. It is also a new exploration of Nestle Coffee 1+2, responding to consumer demand.

In recent years, the Chinese market has formed a preference for coffee 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 2025, Chinese consumers' expectations for innovation in instant coffee will see taste innovation ranking first with 68.38%, reflecting that flavor innovation has become an important driving force for upgrading the coffee category.

At this event, Cai Jiawen and Nestle Coffee brand spokesperson Fan Zhendong made a joint appearance. Cai Jiawen 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, so that more consumers can easily enjoy high-quality coffee, and create products that naturally integrate into daily life

As an important strategic partner, JD.com will help Nestle Coffee 1+2 Coconut Latte enter more consumers' morning consumption scenarios, including integrating internal and external marketing resources, creating new product channels, new product days and other key exposures on JD.com, helping consumers quickly reach the new product area, 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.

Editor Li Yan

Proofreading Wang Xin