Marketers of coffee creamers — including traditional, cold foam, and vegan offerings — have dramatically expanded their licensing and collaboration activities over the past five years or so. The trend began with food and beverage brands bringing their flavor profiles into the category. Collaborations with TV and other entertainment properties followed, resulting in products that bring in-world flavors to life or are inspired by characters or on-screen happenings. Most recently, celebrities have been a focus, mostly for brand ambassadorships but also for new product offerings.
Danone’s International Delight and Nestlé’s Coffee Mate are the key players, but other companies are involved as well, especially in the vegan creamer space. Here is a look at the landscape:
- Celebrities. Paris Hilton paired with International Delight last month for three limited-edition products, namely Raspberry Champagne Creamer, Sweet & Spicy Creamer, and Cotton Candy Cold Foam Creamer. Earlier, in 2022, YouTube star Emma Chamberlain, who launched Chamberlain Coffee in 2019, paired with Nutpods for a limited-edition Chamberlain Coffee Collection of dairy-free, sugar-free creamers in three flavors. On the promotional and advertising side, Shania Twain created an ad for Coffee Mate Cold Foam Creamers that aired during the Super Bowl in February 2025. That same year, Violife, a dairy-free cheese maker that recently moved into lentil-based creamers, partnered with several celebrities; they included actress, reality TV star, and real estate agent Chrishell Stause, Real Housewives of Beverly Hills star Bozoma Saint John, Sasha Farber of Dancing with the Stars, and online content creators Amanda Cerny, Alyssa Lauren, and Noah Stern. In 2019, International Delight partnered with comedian and actress Retta for a promotion where fans had a chance to win 1,013 bottles of the company’s creamers.
- TV shows and films. In December 2025, HP Hood’s Planet Oat teamed with Paramount’s Emily in Paris to launch limited-edition White Chocolate and Raspberry Oat Milk Creamer to promote the series’ new season. International Delight has been a frequent player in this space; in 2023 alone, it debuted limited-edition Berries & Crème and English Toffee creamers and Berries & Crème iced coffee tied to Netflix and Shondaland’s Bridgerton, Friends Manhattan Hazelnut Mocha Creamer in collaboration with the Warner Bros. Discovery show, and Wonka Whipple Scrumptious Fudgy Caramel creamer, based on the WBD film Willy Wonka and The Chocolate Factory. The company has also introduced several licensed holiday flavors since 2020, often bringing them back year after year, with IPs including The Grinch, Home Alone, and Elf. It typically pairs these Christmas-y characters with its Peppermint Mocha and Frosted Sugar Cookie flavors, and often introduces a new holiday flavor exclusive to the brand as well. Coffee Mate, meanwhile, paired in 2025 with Warner Bros. Discovery’s HBO for a piña colada-flavored creamer tied to The White Lotus prior to the new season, which got a viral boost when piña coladas played a pivotal role in the season finale. Also in 2025, the company paired with WBD to introduce two limited-edition Harry Potter creamers (Toffee Cauldron Cake Flavored Creamer and Zero Sugar White Chocolate Peppermint Toad Flavored Creamer), later adding a third flavor, Butterbeer, in regular, zero-sugar, and cold foam forms. Coffee Mate also tied in with Paramount Consumer Products’ Mean Girls in 2023.
- Food and beverage brands. In the early 2010s, International Delight began differentiating its offerings by acquiring the rights to create creamers for food brands including Cinnabon, Almond Joy, and York Peppermint Pattie and has continued to introduce new flavors since then with a variety of brand partners, including Hershey, Reese’s, Oreo, Dove, and more. Several of its licensed food-inspired products have become year-round offerings and/or diversified into new products. Last year, for example, the company introduced Cinnabon and Reese’s varieties in its canned iced coffee line and expanded its Dunkin’ creamer license to add three flavors of cold foam (Chocolate, Extra Extra, and limited-edition Dunkin’ S’mores). Coffee Mate has also been busy forging flavor partnerships since the early 2020s, with examples including Kahlúa, Twix, Rice Krispies Treats, Froot Loops, Snickers, and Kit Kat. In 2025, it brought back Dr. Pepper and introduced Orange Crush creamers as limited-edition flavors meant to be mixed with the respective soft drinks (rather than coffee), capitalizing on the dirty soda trend.
Aside from licensed examples, these and other marketers of coffee creamers have long been expanding their array of available flavors (both limited and permanent) in general, with in-house-developed introductions such as birthday cake, pumpkin spice, caramel apple, cinnamon roll, and many more.
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