Nestlé Singapore announced today the launch of Starbucks At Home, a new range of premium coffee products for consumers in Singapore. It is the first product launch since Nestlé and Starbucks joined forces in August 2018 and created a global coffee alliance. It also marks the first time Starbucks coffee enters Singapore’s in-home segment.
The range of Starbucks At Home coffee in Singapore will consist of 11 products, including whole bean and roast and ground packaged coffees, as well as the first-ever Starbucks capsules developed using NESCAFÉ Dolce Gusto proprietary coffee and system technologies.
“The alliance between Nestlé and Starbucks brings together the world’s most iconic brands - Nescafé, Nespresso and Starbucks - to unlock the exciting opportunities in the growing coffee market in Singapore. Nestlé is now well positioned to offer the best coffee to further delight consumers in Singapore,” said Mr Rajiv Deraniyagala, Managing Director, Nestlé Singapore. Nestlé has a long and rich coffee experience in Singapore. The move capitalizes on its system know-how as well as its manufacturing expertise and distribution excellence. It also builds on Starbucks legacy and firm premium position of high-quality coffees and signature flavours anchored by an unparalleled experience that has been deeply rooted for the past two decades in Singapore.
“Our companies have a deep business foundation in this market and we share the same passion for coffee. This global alliance will help grow both the in-home and out-of-home coffee market through exciting innovations and coffee solutions that will cater to a wider consumer group,” added Mr Deraniyagala.
The new range of coffee products includes a variety of signature Starbucks blends and single-origin coffees, as well as a selection of classic beverages such as Caramel Macchiato and Cappuccino. All products are made from high-quality 100% Arabica coffee, ethically sourced from farmers in the world’s premier coffee growing regions adhering to the Starbucks CAFÉ Practices programme.
Through the Starbucks At Home segment, consumers can now easily recreate their favourite Starbucks signature flavours in the comfort of their home.
“With this launch, we will be able to accelerate the innovation and development of Singapore’s coffee category and bring consumers in Singapore a more convenient, customized and high-quality coffee offering. Customers will also be able to further diversify their Starbucks coffee occasions beyond the in-store and online experiences. Through our passion for coffee, we will continue to delight consumers and customers by delivering the best coffee experience at-home, at-work and on-the-go,” said Ms Lynnette Teo, Business Manager, Beverages Business Unit, Nestlé Singapore.
Expansion to new channels- e-Commerce and Foodservice
The “Starbucks At Home” products will be available in September at selected retailers and e-commerce platforms, including the NESCAFÉ Dolce Gusto web shop*.
In the next phase of the launch, the “We Proudly Serve Starbucks Coffee” which offers integrated business solutions for foodservice outlets will introduce the signature Starbucks coffee taste profile and flavors to serve the unique needs of foodservice customers.
Through the global coffee alliance, Nestlé has the perpetual rights to market Starbucks Consumer Packaged Goods and Foodservice coffee and tea products around the world, outside of Starbucks locations and excluding Ready-to-Drink products. The alliance will consolidate Nestlé’s leading position in the global coffee business and expand the global reach of the Starbucks brands in Consumer Packaged Goods and Foodservice.
*Only Starbucks by NESCAFÉ Dolce Gusto capsules will be available on the NESCAFÉ Dolce Gusto web shop: https://www.dolce-gusto.com.sg/
As the leading Food, Nutrition, Health and Wellness Company, Nestlé is the provider of the best food for whatever time of day and for whatever time of your life. Nestlé has grown to become the world's largest food company offering more than 8,500 brands and 10,000 products. With its headquarters in Vevey, Switzerland, Nestlé has more than 456 factories spread over 80 countries and employs more than 283,000 people.
To find out more about Nestlé, please visit https://www.nestle.com.sg/aboutus