Starbucks juice house

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

/u/v/y/starbucks.jpg

Starbucks juice house doesn’t have quite the same ring to it as Starbucks coffee house, or does it?

The coffee chain has acquired fresh juice company Evolution Fresh in the US as part of a $30m deal and it plans to open a network of juice outlets across the US next year.

It claims to have no plans to announce anything similar in the UK yet, but I would guess that it won’t be too long before this particular initiative jumps across the pond in some form.

Previous innovations such as its healthy lunch Bistro Boxes and Pick of the Week have followed come to the UK after being tried and tested in the States.

It says it’s starting out all over again with this mission, the same way it started Starbucks 40 years ago, but will consumers buy the Starbucks brand as one which is about “grocery health and wellness”?

Last year Starbucks dropped “coffee” from its name and brand as part of its strategy to diversify into other areas – does this give it license to open a fruit juice chain?

You tell me.

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