The Unusual Way Nestle Japan Is Promoting Its Brite Creamer

When you think of coffee creamer, even the powdered kind, chances are you imagine how it makes coffee taste, well, creamier. Oftentimes, such creamers also have a distinct flavor like French vanilla or hazelnut. But Nestle Japan's Brite creamer is a little different. First launched in 1969 as the original plant-based "creaming powder" in Japan, Brite has been around for quite some time (via Food Navigator Asia). The powdered creamer is known for making coffee and tea have a creamier texture without adding any other kind of flavor. So, you'll still only taste the original coffee or tea.

"While Brite is traditionally known to be the best partner for coffee, we would like to broaden the usage to cooking, so consumers can discover a new taste of enhanced creaminess," said Naoko Ogawa, Nestle Japan's assistant manager of media relations. While the first cooking use for powdered coffee creamer might be something sweet like baking, Nestle Japan has something altogether different in mind.

They want you to add it to soup among other dishes

Nestle Japan wants consumers to try using Brite powdered creamer in their savory dishes that use hot liquids such as soups, curries, stews and noodle cups among other ideas (via Food Navigator Asia). The idea is that since the powdered creamer does not change or impact the flavor of beverages like coffee or tea, it can be used in savory dishes too. So instead of adding milk or cream to a creamy bisque or soup, you could add Brite creamer.

Another added benefit of this new marketing angle is that the cream is shelf-stable for up to two years. While milk or cream must be kept in the fridge and goes bad after a much shorter period of time, keeping Brite in the cupboard makes it a good alternative that's always there at the ready. Not to mention, it comes in 400 gram bags for less than $10 according to Tea Over. It's certainly a different way to think about coffee creamer, but it just might be a brilliant new kitchen hack.