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Nestle acquires Chameleon Cold-Brew

DBR Staff Writer Published 06 November 2017

Nestle USA has acquired Chameleon Cold-Brew for an undisclosed price to expand its coffee portfolio.

Chameleon was founded in 2010 by Chris Campbell and Steve Williams.

It is supported by a workforce of 38 and is claimed by Nestlé to be one of the top selling cold brew brands and one of the top three refrigerated cold brew brands in the country.

Chameleon Cold-Brew co-founder and CEO Chris Campbell said: “Chameleon has been extremely fortunate to grow from our hometown base of cold-brew lovers in Austin to a national brand in just a few short years.

“Partnering with a world-class company like Nestlé will give us the opportunity to do so on a bigger platform. Our shared values around product integrity and commitment to sustainability made Nestlé the best choice to enable Chameleon Cold-Brew to accomplish our goals for the future.”

Chameleon’s product portfolio includes multi-serve concentrates and single-serve ready-to-drink (RTD) products, two segments that account for 18% in the $2.5bn in-home coffee industry. 

The products are available in a range of formats including ready-to-drink cold-brew, cold-brew concentrate, kegs, cold brew kits and whole bean coffee.

Some of the retailers which sell Chameleon’s products include Whole Foods, Target, Safeway, Albertson’s and Bed, Bath and Beyond, among others.

Nestlé USA chairman and CEO Paul Grimwood said: “We believe the Chameleon brand is perfectly positioned to support Nestlé’s strategy for coffee, which is to have a variety of offerings in terms of format, taste and price points.

“We believe this relationship will benefit both of us as we expand our access to the emerging cold brew category while helping Chameleon grow so that more people can enjoy its delicious, premium crafted coffee.”

In September, Nestlé acquired 68% stake in California-based café and roastery chain Blue Bottle Group for $700m. The company is also planning to open 53 Nespresso shops across the country by the end of this year.

Image: Chameleon has a market share of 18% in the $2.5bn home coffee category. Photo: Courtesy of Nestlé USA.