Swiss company closes a billionaire deal with the specialized chain to include more than 20 products in supermarkets and coffee shops
Brands’ search for differentiation and engagement with the customer just gave us another example that relationship is one of the most important bases to reach this goal. In a deal estimated in billions of dollars Nestlé will take to the supermarkets the coffee produced by Starbucks.
The novelty is expected to arrive at the Brazilian supermarket in the next 15 days, as well in other countries from Latin America, Asia, Europe, Middle East, and the United States. The negotiation between the companies is around 7 billion dollars, regarding 24 products created for the Starbucks line.
Different channels and impacts
The mix of products includes coffee capsules specific for Nespresso and Nescafé Dolce Gusto machines, both Nestlé’s brands; as well as coffee beans and grounded coffee. Just as in the coffee shops, the line will count on classic Starbucks flavors, as Caramel Macchiato and Cappuccino.
In this product line, the coffee used are from the Arabica variety and not the Brazilian beans. This partnership’s main expectation is convenience, so different customer profiles may find the products, both in conventional stores and establishments dedicated to coffee consume.
Differently from the beans, that will be available in supermarkets, the Nespresso capsules will be offered in more specific places as the coffee shops. According to Patrice Bula, Nestlé executive vice-president, the deal diversifies the reach of the two brands, once Starbucks is associated to the young North-American public, and the Nespresso have a more classic and European public.