SEATTLE -- Starbucks Coffee Co. said it plans to adopt a new dairy standard for all espresso-based drinks, switching from whole to reduced-fat (2%) milk in all Starbucks stores in the United States and Canada by the end of 2007.
At the same time, Starbucks is assessing options for conversion to lower fat dairy in the 39 markets we operate in outside of North America.
Currently, when Starbucks customers order a beverage such as a Vanilla Latte, it is made with whole milk unless otherwise requested. This new conversion will establish 2% [image-nocss] milk as the standard dairy in all beverages served in its North American coffeehouses.
Customers can continue to customize their beverages to their liking by requesting it be made with whole, skim, soy or organic milk, the company added.
The move to reduced fat milk as our core dairy offering comes directly from our customers' requests, and while they will still have the option to customize their drinks, our standard beverages will now come with fewer calories and less fat, said Denny Marie Post, senior vice president of global food and beverage for Seattle-based Starbucks.
Based on increased consumer requests for reduced-fat milk in its stores, and increasing purchases of lower-fat milk in U.S. consumers' homes, Starbucks tested 2% milk in four North American markets earlier this year: Jacksonville, Fla.; Orange County, Calif.; the state of Oregon; and London, Ontario. In the test markets, the response from customers was overwhelmingly positive, with universally high marks for the quality and taste of beverages made with reduced-fat milk, said the company.
The conversion to 2% milk will take place in all Starbucks North American company-owned and licensed stores by the end of 2007, with New York City being the first market to convert on June 5. The four markets where 2% milk was tested will also be officially converted.
Outside of North America, Starbucks is assessing the opportunities, and anticipates that similar conversions will occur in markets where reduced fat milk is relevant to local customers and where an appropriate supply is available.
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