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Starbucks Enters Energy Category With ‘Refreshers’ Beverages

Last updated on August 16th, 2012 at 12:05 pm

Seattle-based Starbucks Coffee Co. 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.

“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 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 percent 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.



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