Starbucks enters energy drinks market with green coffee

Starbucks is making a foray into energy drinks with a low calorie fruit juice containing green coffee extract.

Starbucks: rolls out Refreshers in the US
Starbucks: rolls out Refreshers in the US

The coffee chain claims Starbucks Refresher beverages will deliver "thirst-quenching refreshment" from real fruit juice and a "boost of natural energy" from green coffee extract.

The green coffee extract is unroasted, which Starbucks claims will result in a mild and fresh flavour, while retaining natural caffeine.

The products are currently available in the US. It is not yet clear whether there will be any marketing activity around the launch.

The news comes shortly after Starbucks announced it is making a bid for the luxury home coffee-machine market with a device it has branded Verismo, to compete with Nescafe's Nespresso and other kitchen espresso makers.

Other recent expansions at the coffee chain include the acquisition of juice brand Evolution Fresh in November last year, and the launch of 200 drive-through shops.

Britvic's recent Soft Drinks Report showed the glucose and stimulants drinks market in the UK increased by 17% in value to £791.8m overall.

Red Bull, the energy drink, showed the biggest rise in value of 11% to £224.8m, making it the fifth-most-popular UK brand in the take-home market.

Follow Sarah Shearman on Twitter @Shearmans

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).