Nestlé confirms Starbucks by Nescafé Dolce Gusto retail strategy

Explains plans for in-store execution.

Nestlé is working with its retail partners to roll out its Starbucks by Nescafé Dolce Gusto (NDG) range of capsules, starter kits and in-store execution, officially announced at an exclusive event earlier this month.

“The new suite of in-store execution items such as machine plinths, capsule towers and upgraded in-store demonstration units will incorporate the iconic Starbucks branding and will showcase the variety of Starbucks café favourites that can be made using the Nescafé Dolce Gusto system,” Nestlé marketing manager, Bryan Win told Appliance Retailer.

“The execution will be consistent across retailers for the all-important Christmas period and will be focused on bringing to life the idea that ‘Starbucks Coffee is coming at Home’,” he said.

Moving forward, more permanent in-store displays will be introduced in 2020 along with new and exciting Starbucks products.

“Starbucks is an iconic coffee brand that is recognised around the world, so we aim to make Starbucks more central to our plans and use it as a beacon to draw shoppers into stores and the coffee aisle.”

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