SEATTLE -- Starbucks Coffee Co. is entering the energy drink category with Starbucks Refreshers beverages, claiming to be the first to bring green coffee extract innovation to customers on a global scale.
The new beverage platform gives the company an opportunity to introduce a completely new offering globally, it said.
"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 of Tazo Tea.
"The energy category is the fastest growing category within measured CPG channels at $8 billion, up 16% over the last year [source: IRI YTD ending Dec. 25, 2011]. 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," she said.
The introduction of the Starbucks Refreshers beverages brand platform is an evolution of the coffee market 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. The beverages are made with 100% arabica beans.
Available now, customers can purchase ready-to-drink Starbucks Refreshers beverages at select U.S. grocery locations. 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 United States.
Seattle-based Starbucks Corp. is an international coffee company and coffeehouse chain with 19,435 stores in 58 countries, including 12,781 in the United States, 1,241 in Canada, 1,062 in Japan, 976 in Great Britain and 645 in China.
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