Starbucks Joining the Fizzy Field?
Files trademark application for "Fizzio" carbonated drinks
SEATTLE -- Starbucks has filed a trademark application for the term "Fizzio" as it continues to test carbonated drinks, reported the Associated Press.
The Seattle-based coffee company said in the filing with the U.S. Patent & Trademark Office that the trademark would be for machines that make beverages, as well as a variety of drinks, including soft drinks.
Zack Hutson, a spokesperson for Starbucks Corp., told the news agency that the filing is related to the company's test of sodas in Atlanta and Austin, which started in June.
The company has been testing three flavors at the locations--lemon ale, ginger ale and root beer. It is also giving customers the option to carbonate other drinks, such as iced tea.
"So far, the response from customers in the test markets has been positive," Hutson said.
"Though it's early in the development process, the entry of Starbucks into the market for machine-based soda drinks could potentially be negative for SodaStream and Green Mountain Coffee Roasters," said a SeekingAlpha.com brief.
SodaStream International Inc. is the Airport City, Israel-based manufacturer of beverage carbonation systems that enable consumers to turn tap water into flavored, carbonated soft drinks and sparkling water. Waterbury, Vt.-based Green Mountain developed the Keuring brewing technology.
Seattle-based Starbucks Coffee Co. offers coffees, cold-blended beverages, a variety of complementary food items, a selection of premium teas and beverage-related accessories and equipment, primarily through about 7,000 U.S. company-operated retail stores. It also sells coffee and tea products and licenses its trademark through other channels such as licensed retail stores and, through certain of its licensees and equity investees, Starbucks produces and sells a variety of ready-to-drink beverages.