News

Starbucks gets juiced

February 14, 2013

Fourteen months after Starbucks acquired Evolution Fresh, an organic juice company, Starbucks has expanded distribution of the healthy, cold-crafted juices to its East Coast units, increasing the availability of Evolution Fresh juices to nearly 4,000 locations nationwide.

The juices, which are created using High Pressure Processing to allow production without the use of heat, are now available in Starbucks retail stores in New York City and will be inside stores next week in Boston. This expansion will further the company's growth plan to be in approximately 8,000 stores by the end of the year and continue to build market share in the $3.4 billion super-premium juice category.

"We've heard from our customers they are looking for healthier choices when they visit Starbucks and we are deeply committed to providing these choices," said a Starbucks spokesperson in an email to FastCasual.com. "Additionally, we've identified the health and wellness category as a massive opportunity, and through our own research and understanding we know we have significant license to bring high-quality, wholesome, delicious and nutritious cold-pressed juice to customers at Starbucks stores."

Expansion to New York and Boston markets are part of the brand's plans to increase distribution, channel by channel, across the U.S. As announced in June, a new, state-of-the-art juicery opening later this year will support continued eastward expansion, as well as increase innovation, production and distribution capacity.

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