Coffee Creamer Innovation

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Timeline
Start August 09, 2021 11:00
End August 22, 2021 23:59
Results October 2021

Bring excitement to the coffee experience with innovative creamer

solution!
Context
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?

Creative Challenge

Wow us with your ideas for a new coffee creamer product, to retain current consumers and attract the next
generation of coffee drinkers!

The challenge is to imagine an innovative coffee creamer solution to inspire Coffee Mate and/or Natural Bliss. Your
concept should help the brands to stay ahead of the latest consumer trends by giving them solution to reignite the coffee
experience. We want you to think how Coffee Mate and Natural Bliss, as the largest coffee creamer brands, can bring more
excitement and new news to the category in which it leads?

Coffee creamers consumers are typically over the age of 35 years, while new users tend to be a bit younger. They like to
be surprised and delighted in all aspects of their life – including their coffee drinking experiences. They look to coffee not
only to jumpstart and maintain energy throughout the day – but also bring new levels of joy and excitement to their life.
They are ambitious, optimistic, love to experiment, and hang out with friends. They drink coffee not only for functional
purposes (i.e. energy) but also for pleasure – driven by social and emotional reasons (sharing with friends, treat, reward).
They prefer coffee made with creamer – for them it enhances the coffee moment (and produces a better cup of coffee
compared to milk – they prefer the taste (sweeter/flavor) and the thicker consistency/richness.

This is how they feel about the existing creamer solutions: “I see new coffee creamer flavors and brands a couple times per
year but want to be kept on my toes and see new news more frequently than that. It often feels like, for long stretches of
time, I’m forced to choose between the same set of options for creaming my coffee…and I don’t like to feel constrained or
limited to the same things over and over again.”

Those who have stayed loyal to Coffee mate and Natural Bliss are increasingly concerned about their health and will
potentially stop using the brands in the future if the perceived benefits of using start to be outweighed by health & wellness
concerns.

As your ideas will inspire both Coffee Mate and Natural Bliss brand, you can explore dairy and plant-based option.

Please present your product concept in a visual, provide a description and answer the following questions:
 1. Present what your idea is in one sentence!
2. Why do you think your concept will lift people’s coffee experience?
3. How does your idea bring something unique to coffee creamer?

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be
rejected.
Do’s:

+ Your idea must deliver the basic creamer attributes, enhancing the coffee experience through richness, texture, and
flavour.
+ Your idea can be for either Coffee mate or Natural Bliss for Challenge, so please make sure it is consistent with what
the brands stand for
+ Your idea must be used with or part of a coffee beverage
+ Your idea must be scalable to mass production and distribution and have a broad appeal, please avoid anything that
is too niche
+ Your idea must deliver additional benefits to the currently most used alternative to creamer (milk, half & half)
+ Your idea can be for both at-home, office, or on-the-go consumption

Dont’s:

+ Your idea cannot contain any restricted substance (such as CBD)

+ Your idea cannot be targeted to children under the age of 16
+ Your idea cannot just create a new flavor(s). We are looking for a more complete idea that just a new flavor or flavor
combination
+ Your idea cannot copy an idea that is already available in market, either from a competitive brand or from Nestle – that
will not help us reinvent this category. Please make sure your idea doesn’t exist, here are some creamer brands you
can check: International Delight, Silk, Califia Farms.

Prizes

Jury's Prize €1,000 €750 €500

Format
Present your idea with a good quality illustration and text description, so that we understand what it is and how it could
work and how people would use it.

Winning Criteria
The winning ideas will be those that present a disruptive coffee creamer solution that could reignite the coffee experience.

Guidelines

Guidelines for this contest

Your idea can be for either Coffee mate or Natural Bliss, below are some inspiration about the 2 brands you can
leverage:

Coffee mate Brand Essence

+ We believe a single perfect moment can transform your day. Coffee mate is here to be the spark that gets you
going. At Coffee mate, we want to add momentum to your personal journey to be who you’re meant to be.
We work hard to make your coffee great, so that you can be great too.
+ We help coffee reach its full potential: whether we’re adding richness and flavor to coffee or giving you brand
new ways to make your coffee a premium and personal experience, we’re pushing forward just what
transforming your coffee means.
+ Coffee mate strives to be the spark that excites all of your senses – awakening you and putting you in a
positive state of mind to realize your full potential.

Natural Bliss Brand Essence

+ We believe life’s not about having it all, it’s about choosing what matters. At Natural Bliss, we take things
back to the essential. We use what’s natural and what’s necessary, and nothing more, to bring you simple,
pure moments of replenishment. We help you get back to the essentials so you can focus on what’s
important in every day.
 + We understand the importance of using the right ingredients. We use what’s necessary and what’s natural to
give people a replenishing experience they feel good about.
+ We’re dedicated to giving people simple moments of bliss to help them refocus on what matters most.
+ Simplicity shouldn’t be a luxury, it’s for everyone. We will spread the power of simple to as many people as
possible.

eÿeka standard guidelines

+ Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
+ Keep the source files / working files of your entry until the winners have been announced as they may be
needed.
+ Your participation must comply with the rules you accepted when you joined the contest.
+ You must be able to provide the written authorizations from each of the authors and actors who have
contributed to the entry.
+ Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
+ Any entry that fails to comply with these rules will not be considered for the contest.

Infringement Notice
+ Participants warrant that the use of their entries in the contest does not violate any third parties' rights.
+ In case participants have included protected elements (incl. music, photos..) into their submissions, they warrant that
they have obtained written permission from each right holder.
+ Participants acknowledge that in case of breach of these rules, eÿeka shall be entitled to deem their participation and
the prize granting as void.