Starbucks has decided to expand their product line to a more healthier menu – fresh juices. They will open a chain of juice bars during first half of 2012, which will their biggest expansion beyond coffee products.
The coffee chain has acquired Californian based juice business Evolution Fresh for $30m in cash as it enters the $50bn Health and Wellness sector. The business was established through Naked Juice founder Jimmy Rosenberg and chains are expected to appear exclusively to the US West Coast in early-mid 2012.
“Using High Pressure Pasteurization (HPP) to help ensure the inherent nutrients are kept intact during the juicing process is a key point of differentiation for a growing number of our juices,” said Jimmy Rosenberg, founder of Evolution Fresh, Inc. and the newly named chief juice officer of Evolution Fresh. Mr. Rosenberg, who will lead product innovation and development for the brand continued, “Consumers trust the Starbucks brand to deliver on superior best-in-category quality and taste. On behalf of all of us at Evolution Fresh, we are proud to join the Starbucks organization.”
This is not where Starbucks will stop. They have plans to expand beyond juice bars and to distribute their products in coffee retail stores. This investments to facilitate the transitional upgrades and add some new health and wellness retail concept in their stores such as new wholesome food and beverage range.
“The acquisition of Evolution Fresh supports our growth strategy to innovate with new products, enter new categories, and expand into new channels of distribution,” said Jeff Hansberry, president, Channel Development for Starbucks. “Not only are we able to tap into the $1.6 billion super-premium juice market, but the acquisition of Evolution Fresh marks an important milestone for us within the $50 billion Health and Wellness sector.”
“Our intent is to build a national Health and Wellness brand leveraging our scale, resources and premium product expertise. Bringing Evolution Fresh into the Starbucks family marks an important step forward in this pursuit,” said Howard Schultz, Starbucks chairman, president and CEO. “Over the last year-and-a-half we have looked comprehensively at possible opportunities and chose Evolution Fresh because it stood above anything else in terms of premium quality, nutrition and potential for growth.”
This is actually very good thing, especially for me and the ones similar to me – I do not drink coffee! I can actually now go into Starbucks and drink fresh juice. Now this is going to be cool.