WAKEFERN: SHOPRITE COFFEE CREAMER

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

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.

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