WAKEFERN: SHOPRITE COFFEE CREAMER

SN Editorial Staff

Wakefern Food Corp. redesigned its non-dairy coffee creamer in 2003 to offer shoppers a lower-priced alternative to the national brand, said Jeannette Castaneda, a spokeswoman for Wakefern. In this case, the competition was Borden's Cremora.

Similar to the national brand it targets, the ShopRite creamer has a shrink-wrap label that pictures a coffee cup on a rich blue background. It promotes the product as lactose- and cholesterol-free. The creamer comes in four sizes that range from 11 to 35.3 ounces and is priced from $1.19 to $2.89. It is promoted at various times of the year.