Nestlé Korea, the South Korean division of Swiss food giant Nestlé, has announced that it has produced a new and improved version of its flagship coffee brand Taster’s Choice.
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Taster’s Choice was first introduced in South Korea 13 years ago and currently controls a 36% market share, substantially less than its main rival Maxim. Nestlé is hoping to increase its market share to 40% by the end of the year, with further increases hoped for next year.
The new version is reported to be made using VAX (Vacuum Aroma Extraction) technology, which seals the aroma during the manufacturing process in order to improve flavour. The company has invested 4bn won (US$3.3m) in new production facilities, enabling the use of VAX technology, reported the Korea Herald.
