Nestlé Caro
Nestlé Caro Turnaround of turnover and sales after 7 years of decline

The problem and our approach

  • Caro is a soluble coffee substitute based on grain, which has been produced and sold in Germany since 1954
  • After several years of decline in sales our team received the task to gain new growth for Caro
  • For this purpose we identified the most promising growth strategies and target groups for caro: winning the non-users of Caro, meaning users of other hot drinks and increase the frequency of actual users
  • In the next step we detected buying barriers of the non-users and non-frequent users of Caro …
  • … in order to develop Power Insights that would convince both target groups to buy Caro (more often)

Insights in our findings

Biggest buying barriers towards Caro, qualified with non-users

  • Other hot drinks such as tea or coffee taste better
  • Compared to other hot drinks, Caro does not offer anything special (no variants)
  • The tin is too large for impulse purchases/ trial purchases

Most convincing Power Insights to overcome the barriers, qualified with non-users

  • Caro Original offers numerous ways of preparation: simply in water with a little milk, directly in milk or even as a Caro Macchiato in milk foam
  • It contains no caffeine or “teein”, so that you can drink it during the day and in the evening
  • Caro Original is now offered in a 200g pack, in a small 50g pack or in a single portion


Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the relaunch of the packaging and other communication material.