Nestle Moves Coffee-mate to DSD

After cultivating DSD distributors (first time ever) for its shelf-stable Nesquik drinks, Nestle USA has followed up by making its Coffee-mate nondairy creamers available to them, including Canada Dry Bottling Co. of Lansing.

Though line already is available to many of indie retail accounts through other vendors and doesn't carry high velocity of beverages like Nesquik, distributors - including quite a few in NIDA alliance in Northeast US - are guardedly optimistic about addition, which continues diversification many are undertaking via addition of snack brands such as Pirate's Booty, Deep River, Popchips and various jerky brands.

They've been offered line in Hazelnut and Vanilla flavors going out at $23 per 12-unit case, for on-shelf tag of $2.99. "It's a confusing sell to a c-store or deli owner," said one, who nevertheless has taken it on, in part in interest of maintaining good relations with major supplier with diverse array of bevs and that likely isn't selling out to Coke or Pepsi any time soon.

"It's found business," said more optimistic wholesaler, who reported big crew drives in NY and Boston markets. Some distributors are discussing other Nestle brands in shelf-stable, RTD form such as Juicy Juice, now out in sparkling form in cans that resemble indie brands like Switch.

Published Feb. 11, 2010
Beverage Business Insights
Publisher: Benj Steinman