The coffee mega brand plans to enter the energy drink market with their ‘Refreshers,’ a beverage combining fruit juice and unroasted coffee extract.
We just covered Starbucks new juice bar concept. Yet, the brand shows no signs of slowing down its product innovation wheels now with plans to enter Red Bull territory, and make its mark on the on the $8 billion energy drink category. Announced yesterday during its annual meeting in Seattle, the world’s largest coffee chain plans to roll out Starbucks Refreshers. The new line of natural, carbonated drinks consist of fruit juice, anti-oxidants, and unroasted, green coffee extract for an energy boost (without the coffee taste).
The 12-ounce cans contain 60 calories and are available at select retailers, with a full release at Starbucks, grocery, and convenience stores in April. The drink comes in three flavors: raspberry pomegranate, orange melon and strawberry lemonade. It will be interesting to see if Starbucks can compete with the major players, but we must admit, the Refreshers flavors sound tastier than some of the products already in the marketplace.