In the United States, people drink about 400 million cups of coffee per day, or 146 billion cups per year. 65% of the coffee cups are whitened, with people adding creamer, milk, or half & half to their cups. “Whitening” the coffee enhances the taste, appearance, and mouthfeel (texture) of the coffee experience. The USA are the biggest creamer market in the world: there are a plethora of different products and brands for consumers to choose between at grocery store shelves.
Nestle is the leading company in the coffee creamer space – with brands such as Coffee mate and Natural Bliss. Coffee mate is available as both a liquid and powdered creamer, while Natural Bliss is available as both a dairy and plant-based creamer- those alternatives in both milk and creamer have increased in popularity, such as almond, coconut, oat, and cashew-based milk.
Recently, new creamer brands have appeared, with some of them bringing strong awareness and loyalty from other categories in the dairy aisle, and others bringing innovative flavours and formats. Other brands have found ways to bring exciting news to the category, leading consumer to try “the cool new thing”. Consumers are also increasingly concerned about their health, well-being, and what they put in their body.
Coffee mate and Natural Bliss want to remain the favourite creamer brands and are looking for new ways to bring excitement to consumers. We need your creativity to imagine innovative creamer product to bring an extra level of joy to their coffee making experience. Can you help?
Wow us with your ideas for a new coffee creamer product, to retain current consumers and attract the next generation of coffee drinkers!
- #1 Prize €1,000
- #2 Prize €750
- #3 Prize €500