Virginia-based DreamPak has used its patent-pending CreamCentrate shelf stability technology in its Café Enhanca product, which gives 24 servings per 1.62oz (46ml) bottle for hot or cold applications.
Made with real dairy cream the range is available in original, hazelnut and French vanilla varieties, and will be sold at Texas-chain H-E-B for $2.49/pack.
Sara Gamay, DreamPak’s international business director, said that H-E-B had a strong track record in terms of launching innovative products.
“Our creamer is the first that is not only portable but also requires no refrigeration," she said.
"Why is that significant? For retailers it's really important because refrigeration space is limited, while transporting refrigerated goods adds substantially to costs for companies - so you can get more products on retail shelves, which is a big deal.
"Families also have packed fridges, but if the creamer can sit by your Keurig or your Nespresso machine - it's also truly portable. You can take it camping, it won't spoil," she added.
Gamay said DreamPak would now work to extend its creamer technology applied to coffees, lattes, hot chocolates and even smoothies to create beverage concentrates that are all-in-one drinks.
"Our vision covers specialty beverages such as frappuccino that are complex to create, but can help you recreate that coffeehouse experience anywhere with one squeeze - the creamer is the first phase of that," she said.
Gamay said she read this BeverageDaily.com story about Nestle's plan to launch a Nescafe liquid coffee concentrate in the US, although the release date is not yet known.
"I think we're going to see a lot more movement in that category, and I would see this creamer launch as part of that story," she said, adding that the involvement of firms like Nestle would help open up this new front or category in water enhancers.
"We're partnering with national brands in the US to introduce the concept, and market it to and educate consumers," Gamay said.
"Then we'll also introduce some innovations under our brands, since brands won't hit every niche in a category. We're pursuing both strategies,"
Discussing the broader liquid water enhancer category in the States, Gamay said she believed brands needed to differentiate.
"You'll see some natural products coming out, and a few brands dropping off the shelves. The market isn't growing at the moment, which is why you'll see a drop off in SKUs," she said.