- Starbucks and Nestlé are releasing refrigerated Starbucks Creamers nationwide in August, according to a press release.
- The creamers will come in three flavors—Caramel, White Chocolate and Cinnamon Dolce. The choices are inspired by in-store customer favorites Caramel Macchiato, White Chocolate Mocha and Cinnamon Dolce Latte.
- This creamer is the fourth product launch since Nestlé spent $7.15 billion on rights to sell Starbucks-branded coffee products as CPGs worldwide, which closed last August.
“Would you like room for cream?” It’s a familiar question for those ordering coffee, and one that Nestlé hopes more people will be saying yes to when they see a label inspired by their favorite Starbucks latte flavors.
The coffee market continues to grow as more consumers look for better-for-you beverages. Approximately 64% of adults in the U.S. drink a cup of coffee a day — up 2% from 2017 and at its highest level since 2012, according to a survey by the National Coffee Association cited by Reuters.
Nestlé has placed its bets on continued growth in the segment. In addition to the blockbuster Starbucks deal, the Swiss CPG giant purchased a 68% stake in Blue Bottle Coffee in 2017. It also acquired Chameleon Cold-Brew for an undisclosed amount.
As the market for coffee grows, so does that of creamer. Market research firm Mintel estimated that retail figures for creamer rose around 5% in 2018 to nearly $6 billion. By 2023, the firm predicts the market will exceed $7.8 billion.
Nestlé is already dominant in the U.S. creamer market with its Coffee mate and natural bliss brands. By launching a creamer under the Starbucks brand, Nestlé can capitalize on Starbucks’ famous barista creations in the at-home space. Offering flavors such as White Chocolate and Cinnamon Dolce speak to those consumers who are looking for coffee to be an indulgent moment in their day, as well as the younger coffee-loving demographic that seeks premium coffee options. It also gives consumers the chance to replicate the coffee shop's signature drinks in their own kitchens.
Considering Nestlé's expertise, the creamer line is not a surprising introduction from the partnership between Nestlé and Starbucks. The two enterprises have shown they are able to quickly collaborate to release new products with broad reach and high impact. It took less than a year to get the Starbucks Creamers from concept to cup, a laudable achievement in today’s market, where consumer tastes change as quickly as hashtags.