Blog articles by Joey Ophof

Articles by

Joey Ophof

Joey is a senior research analyst based in Rotterdam, partnering with clients in the consumer packaged goods industry. His focus is on delivering insights which enable leading companies to optimize their pricing, portfolio and promotions strategies. He holds a Master's degree from Erasmus University.

How Nestlé is shaking up the coffee shelf with Starbucks

By Joey Ophof on November 20, 2019

Exploring a virtual shelf approach to launching a premium brand

In 2018, Nestlé signed a $7.2 billion deal to market, sell and distribute Starbucks’ packaged products outside of the company’s cafes, providing Starbucks at home. With high brand recognition, Starbucks would clearly make an impact at the coffee shelf. However, one of Nestlé’s European insights team saw an opportunity to rethink the crowded grocery store shelf to drive even more growth – for Nestlé and its customers.

Albert van Meeteren, Nestlé’s Head of Consumer and Shopper Insights and Analytics, wanted to see how they could best launch Starbucks in a “new and innovative” way in Dutch supermarkets by focusing on in-store execution.