Honoring the craft of vanilla for generations, Illinois-based Nielsen-Massey focuses on quality over quantity and today is growing its footprint with Coupang in Korea where consumers value flavor and tradition – one bottle at a time.

For more than a century, Nielsen-Massey Vanillas has been dedicated to the art and science of producing high-quality, all-natural vanilla products. Founded in 1907 and headquartered in Waukegan, Illinois, this third-generation, family-owned business has built a reputation rooted in product purity, community commitment, and a deep respect for the vanilla-making process.  

“It means we have a long-term view and do what’s right for our people, our partners, our community, and our legacy,” said Matt Nielsen, Vice President of Strategic Initiatives at Nielsen-Massey Vanillas. “We’re only interested in producing the highest-quality products at all times and not in being the biggest producer.”

Today, with Coupang as a key partner, Nielsen-Massey is bringing that legacy to kitchens across South Korea. “Coupang is an excellent growth engine for our eCommerce channel,” said Patrick Sullivan, eCommerce Director at Nielsen-Massey Vanillas. “It provides ever-growing brand awareness and loyalty in an important international market where Nielsen-Massey has plenty of opportunity for expansion as we continue to grow our brand globally.”

With Coupang, sales are up more than 10% in the last quarter alone. 

A Heritage Rooted in Craft

Nielsen-Massey Vanillas began as a small family venture and has grown steadily over decades with a focus on quality, perfecting the art of vanilla for more than a century. Every vanilla bean used by the company is sourced from trusted growers and curers supporting their livelihoods while ensuring that only the finest beans make it into the final product. From harvest to curing to extraction, the company prioritizes each step of the process to retain the natural flavor compounds, preserving the subtle complexity that chefs, bakers, and food artisans rely on. 

The hallmark of Nielsen-Massey Vanillas’ product line is its proprietary cold extraction process. The method ensures that the delicate, complex flavor compounds in vanilla beans are retained, giving customers a rich and authentic vanilla taste. All of its products are natural, allergen-free, Non-GMO Project Verified, kosher, and gluten-free certified.

Expanding with Coupang

Nielsen-Massey’s expansion into the Korean market has been bolstered by its relationship with Coupang. Initially launching a small selection of vanilla pastes and powders, the brand noted growing consumer interest. “Coupang is willing to onboard a wide range of products and take a chance on launching new items,” Sullivan said, “allowing brands like ours to build out our ideal, full assortment for the Korean retail market and test new innovations as desired.”

Nielsen-Massey worked with Coupang to introduce a broader selection – more than a dozen new SKUs that now include best-selling vanilla extracts and specialty flavorings such as Pure Lemon and Coffee Extracts and Orange Blossom Water. “We added 18 new items that year and began investing more intentionally in marketing and promotion, driving a dramatic increase in sales growth,” said Sullivan. “This definitely established Coupang as a key international partner for our eCommerce channel.”

“Coupang gave us the flexibility to test new products and build a complete Nielsen-Massey experience for Korean consumers,” he noted. This openness, combined with Coupang’s fast shipping and efficient logistics network, means that customers in Korea can receive their orders quickly and reliably, matching the quality experience of the product itself.

Growth Fueled by Partnership

Since expanding its product range on Coupang, Nielsen-Massey has seen as much as 75% year-over-year sales growth in South Korea. Rise in demand has also helped increase the company’s workforce to around 100 employees in the last four years.

Coupang has not only provided Nielsen-Massey with access to one of Asia’s most engaged eCommerce audiences but also serves as a vital engine for brand awareness and growth in a region where demand for high-quality, natural ingredients continues to rise.

Continuing a Legacy

With deep family roots, a commitment to quality, and a willingness to innovate, Nielsen-Massey Vanillas is growing in the global marketplace. Its relationship with Coupang showcases how strategic digital partnerships can bring traditional, craft-driven products to new customers – connecting past and present through flavor.

“Family values and authentic relationships have been key to Nielsen-Massey’s success,” said Matt Nielsen. “Longevity in family businesses comes from educating the next generation on the responsibilities of being a business-owning family and ensuring those engaged with the business have a true passion for its success.”

As Nielsen-Massey continues to explore new markets and introduce new innovations, Korean consumers turn to Coupang to deliver the authentic vanilla experience this historic company has perfected over generations.

“Our customers and consumers place a great deal of trust in us, and we don’t take that responsibility lightly,” Sullivan said. “That is why we put processes and specifications in place to ensure our formulas are a consistent quality regardless of volatile vanilla market conditions. It’s our passion for the craft that compels chefs and home bakers alike to prefer Nielsen-Massey over other vanillas, and it’s our passion that allows us to authentically lead the vanilla category with innovative products.”