When we first launched NESCAFÉ in Switzerland on 1 April 1938, it was predicted to be a huge success. But then WWII started in 1939. During the war, NESCAFÉ was a staple in the food rations of the US forces, and they loved it. Quick, easy and delicious coffee.
After the war, NESCAFÉ was exported to France, Great Britain and the US, and the American troops became our brand ambassadors, spreading their love of NESCAFÉ.
During the rest of the 1940s, the popularity of NESCAFÉ grew. Today, NESCAFÉ is enjoyed in over 180 countries and has become the world’s favourite coffee.