Starbucks takes ready brew coffee into supermarkets

Starbucks Coffee Company is unveiling a major marketing push to support the launch of its Via Ready Brew coffee in Tesco stores throughout the UK.

The campaign aims to boost sales of the brand’s supermarket offering, following its introduction into Starbucks retail stores.

Starbucks says Sainsbury’s, Waitrose and other major retailers will also sell the coffee
later this year, and it has secured deals to make the ready brew coffee available in over 2,000 grocery stores across the UK.

Marketing to back the sale of the coffee in supermarkets and newsagents will include extensive in-store sampling, digital engagement and newspaper advertising. Starbucks says this is the first international grocery expansion for the product.

Ray Conway, director of global consumer products at Starbucks UK and Europe, says: “The expansion into grocery is part of the company’s strategy to sell high quality coffee beyond the coffeehouse. It represents a significant opportunity because although consumers have got used to better coffee in our stores, the instant they drink at home hasn’t significantly improved for 40 years.”

In April, Starbucks reported a 5% increase in its UK profits over the first quarter of the year, boosted by campaigns for its flat white offerings and the Via ready brew range.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here