Ever since this category (powdered instant milky coffee) came into existence it’s struggled to believe in itself, at least from where I’m standing (that’s in front of the shelf). Great big generic product shots on bland backgrounds promise a bland, generic experience. Somewhere as an afterthought there are claims about Baristas and Café Menus, but I’m not sensing any of that.

Nescafé’s tray at least declares an interest in the untapped potential of Shelf Ready Packaging, but this unexplained visual doesn’t really help much. Is it a Christmas tree?