Chamberlain Coffee, the beverage brand co-founded by YouTube star Emma Chamberlain in 2020, is looking to expand its name recognition beyond its Gen Z fanbase. The brand, which launched with whole bean coffee bags and later expanded into single-serve pouches and Keurig pod coffee, as well as matcha powder, has seen success on social media, with videos about Chamberlain Coffee amassing over 363 million views on TikTok.

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In June, the company announced a $7 million funding round to help the brand expand within the Ready-to-Drink (RTD) category. In April, the company launched RTD canned dairy-free lattes — in Mocha, Cinnamon Bun, Vanilla and Cold Brew flavors — exclusively at Walmart.

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Chamberlain Coffee’s chief marketing officer Liz Ahern joined the company last October to accelerate the launch of its products in retail stores. This month, the brand launched three of its coffee bags at more than 375 Target locations across the United States. Prior to that premiere, the brand debuted at select Sprouts and Albertsons stores.

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Ahern explained that the brand has jockeyed to move into brick-and-mortar stores in the past year. A key part of this aggressive transition was to drive awareness among the brand’s existing customer base.

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“We worked really quickly to bring the ready-to-drink lattes to market six months after authorization,” Ahern said. “Even before the announcement, people were posting TikToks about seeing them at Walmart.”

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Translating the digital success of a brand co-founded by a social media influencer into retail came with one crucial task: How can it appeal to consumers outside of Gen Z and millennials? Faced with the challenge of familiarizing people who have never heard of Chamberlain or its products, Ahern said the brand leaned into its better-for-you attributes of its latte products to catch eyes on Walmart shelves.

Sources: https://www.fooddive.com/news/chamberlain-coffee-gen-z-RTD-latte-branding-matcha-emma/693994/