Starbucks has made a move to take on the giants of the energy drinks market following the announcement it will release a trio of energy drink flavours known as Starbucks Refreshers.
The three natural sparkling energy drinks each contain green coffee extract mixed with a variety of fruit flavours and contain just 60 calories per serving, giving the drinks added appeal to those who are looking to reduce their calorie consumption.
This move follows over a year of testing in the US, as Starbucks began a pilot of the Refreshers energy drinks in a select group of outlets in 2010.
Annie Young-Scrivner, Global Chief Marketing Officer for Starbucks said: “The launch of Starbucks Refreshers beverages continues to support our growth strategy to innovate with new products, enter new categories, and expand into new channels of distribution.
“The launch of new products such as Starbucks VIA Ready Brew, Starbucks Blonde Roast Coffees and customizable Frappuccino are great examples of how we continue to leverage our coffee expertise.
“If anyone was going to innovate in coffee while delivering on an untapped energy and refreshment need state, it would be Starbucks.”
The new Starbucks Refreshers energy drinks are said to harness the caffeine content of coffee for energy but do not carry over the coffee flavour so that the fruit juices carry through for a refreshing taste.
Starbucks Refreshers will initially be available in a choice of flavours – Orange Melon, Raspberry Pomegranate and Strawberry Lemonade. It is expected that they will hit the bulk of Starbucks outlets in April this year.