Starbucks has dropped the ‘coffee’ from their logo and is now expanding to the juice market. Their recent buyout of Evolution Fresh Inc. will help them get a hold on the ever increasing $50 billion health and wellness market.
Evolution Fresh is one of the few companies that continue to peel, crack, press, and squeeze raw fruits and vegetables. The company uses a unique process called High Pressure Pasteurization that increases the nutritional value in their juices by not having to heat them.
Currently Evolution Fresh sells its juice and other products to select retail stores on the West Coast. Starbucks plans to grow the distribution base for Evolution Fresh products by first placing them in their own retail stores to gain national presence and product recognition.
One advantage Starbucks has is its ability to put new products in front of its 60 million customers on a daily basis. This not only helps them market new products, but it also helps them try them out before launching them in supermarkets.
While Starbucks is famous for their specialty coffees, the acquisition of this juice company may change the way people think about them, because they plan on opening juice bars to further tap into the juice and healthy living market. The juice bars are scheduled to launch sometime next year. They will include health foods along with the Evolution Fresh products. The company hopes to create a unique juice experience much like how it currently does with its coffee customers.
While I think it is great that Starbucks plans on opening juice bars, I also hope that they will include some fresh squeezed options in their coffee locations as well. I know I for one am very excited about having more juice bars available, but I know my sister would not be able to do without her coffee. I would hate to have to choose between the two.
Sources:
Latest Starbucks Concoction: Juice
Starbucks announces acquisition of Evolution Fresh
Starbucks Acquires Evolution Fresh to Establish National Retail and Grocery Health and Wellness Brand
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