Seattle-based Starbucks Coffee Co. has made available its Starbucks® Blonde Roast, a lighter roast coffee from the company known for its signature dark roast. Starbucks Blonde Roast is available as a brewed option in Starbucks stores in the U.S. and in packaged coffee in Starbucks stores as well as grocery stores across the U.S.
“It took eight months and more than 80 different recipe and roast iterations before we landed on the exact flavor profile our customers told us they were looking for,” said Brad Anderson, master roaster for Starbucks. “They told us they wanted a flavorful, lighter-bodied coffee that offers a milder taste and a gentle finish. Starbucks Blonde Roast delivers.”
The coffee extends Starbucks Roast Spectrum to now include Starbucks Blonde Roast, in addition to the Medium and Dark Roast coffees on which the foundation of the company’s business was built. Starbucks Blonde Roast selections include Starbucks Veranda Blend, Starbucks Willow Blend and Starbucks Decaf Willow Blend.
To help coffee drinkers determine the coffee taste and intensity they prefer, Starbucks will host “Find the Roast You Love Most” tasting events in the U.S. from Jan. 12-14, at participating stores nationwide. The events will be hosted for three hours each day (times vary by market) and customers will be able to taste Starbucks Blonde Roast alongside Starbucks Medium Roast and Starbucks Dark Roast coffees. Those who participate will receive a sticker declaring their roast preference, as well as a free sample of Starbucks Blonde Roast to brew at home, or a coupon for $1 off their choice of a pound of any Starbucks coffee or any 8- or 12-pack of Starbucks VIA® Ready Brew.
“Starbucks Blonde Roast is our answer to providing a premium lighter roast coffee to appeal to those that describe Starbucks signature roast as too intense,” said Jeff Hansberry, president of channel development for Starbucks. “This new roast profile will allow us to increase our share of the brewed coffee market down the grocery aisle where a majority of coffee sales are in the light and medium roast categories. This segment of the market represents a $1 billion opportunity for the company in the U.S. alone.”
Coinciding with the launch of Starbucks Blonde Roast is the introduction of new Starbucks coffee packaging organized by roast—Starbucks Blonde Roast, Starbucks Medium Roast and Starbucks Dark Roast.
“We know customers are frustrated when it comes to finding the coffee that is right for them,” said Hansberry. “Organizing our coffees by Starbucks Blonde, Medium, and Dark Roast will make it easier for shoppers looking for coffee to find the taste that appeals to them.”
Starbucks Blonde Roast is available in the following offerings:
• Starbucks Veranda Blend as a brewed option in Starbucks stores in the U.S.;
• Starbucks Blonde Roast whole bean in Starbucks stores in the U.S. and Canada;
• Starbucks Blonde Roast whole bean and ground coffee where groceries are sold in the U.S.;
• Starbucks VIA Veranda Blend in Starbucks stores in the U.S. and Canada;
• Starbucks Veranda Blend K-Cup® Packs where groceries are sold in the U.S.; and,
• Starbucks Veranda Blend as a brewed option in Starbucks stores in Canada in February.