Starbucks juice house

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


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.

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