May 18, 2010

Starbucks to sell Flavored Coffee in Grocery

Starbucks announced that they will start selling flavored coffee at retail grocery stores under the Natural Fusions banner. The company will be selling cinnamon, caramel and vanilla flavored coffees for $8.99 per 11 ounce bag. Apparently over half of the drinks it sells in its stores are flavored drinks, making the move to a flavored line in grocery the next best thing apparently.

We'll see how this goes. Our expectations are that it will sell better than their Via that they recently launched into grocery with a little bit of fanfare. The need for Via is just so small, and the product underdelivers so badly, I can't imagine that they will be successful. Not only does it look and act differently, but for many who are slurping down bad regular coffee (Starbucks target here) it now requires pre-planing and a habit change. I tried to get rid of my original boxes at work and after one taste, no one wanted it.

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Posted by Scott Martin at May 18, 2010 6:22 AM
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