Targets $8 billion energy category bringing green coffee innovation to
customers on a global scale
SEATTLE--(BUSINESS WIRE)--Mar. 21, 2012--
Starbucks Coffee Company (NASDAQ: SBUX) today announced plans for a
global entry into the energy category with Starbucks Refreshers™
beverages – making Starbucks the first to bring green coffee extract
innovation to customers on a global scale. Starbucks Refreshers™
beverages are a breakthrough innovation that deliver thirst-quenching
refreshment from real fruit juice and a boost of natural energy from a
new source, green coffee extract. The new beverage platform gives the
company an opportunity to introduce a completely new offering globally –
yet another proof point of how Starbucks is executing its growth
strategy.
Raspberry Pomegranate Ready-to-drink Starbucks Refreshers(TM) beverages (Photo: Business Wire)
“The launch of new products such as Starbucks VIA® Ready Brew,
Starbucks® Blonde Roast Coffees and customizable Frappuccino are great
examples of how we continue to leverage our coffee expertise. If anyone
was going to innovate in coffee while delivering on an untapped energy
and refreshment need state, it would be Starbucks,” said Annie
Young-Scrivner, global chief marketing officer for Starbucks and
president, Tazo Tea. “The energy category is the fastest growing
category within measured CPG channels at $8 billion, up 16 percent over
the last year*. The launch of Starbucks Refreshers™ beverages
continues to support our growth strategy to innovate with new products,
enter new categories, and expand into new channels of distribution.”
The introduction of the Starbucks Refreshers™ beverages brand platform
is an evolution of the coffee market using a new breakthrough coffee
experience using green coffee extract, resulting in thirst-quenching,
delicious, low calorie refreshment with a boost of natural energy from
caffeine and fruit juice. Unlike the traditional process, the green
coffee extract used in Starbucks Refreshers™ beverages is unroasted –
resulting in a beverage with a mild and fresh flavor while still
retaining naturally occurring caffeine. Made with green coffee extract
from 100% arabica beans, customers will be able to experience
Starbucks Refreshers™ beverages in multiple formats, making it easy to
re-energize wherever they are.
Available now, customers can discover an innovation in energizing
refreshment with ready-to-drink Starbucks Refreshers™ beverages at
select grocery locations in the U.S. At 60 calories per 12 fl. oz. can,
ready-to-drink Starbucks Refreshers™ beverages are available in
Raspberry Pomegranate, Strawberry Lemonade and Orange Melon, in lightly
sparkling, ready-to-drink form. By the end of April, customers will find
ready-to-drink Starbucks Refreshers™ beverages at more than 160,000
points of distribution where they buy groceries in the U.S.
* Source: IRI YTD ending December 25, 2011.
About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting the highest-quality arabica coffee in the
world. Today, with stores around the globe, the company is the premier
roaster and retailer of specialty coffee in the world. Through our
unwavering commitment to excellence and our guiding principles, we bring
the unique Starbucks Experience to life for every customer
through every cup. To share in the experience, please visit us in our
stores or online at www.starbucks.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50211470&lang=en
Source: Starbucks Coffee Company
Starbucks Coffee Company
Holly Hart Shafer, 206-318-7100
press@starbucks.com