Not content with owning their own juice bar brand, the coffee giant is partnering with Whole Foods Market to offer the Evolution Fresh line of juices in their stores across the country. The natural-food giant also will sell the Evolution Harvest line of snack bars, fruit bars and trail mixes.
The partnership is one that will benefit all parties involved. Starbucks moves one step closer to becoming a consumer product giant, while Whole Foods gets a chance to join forces with a retail partner whose customer base could provide a goldmine of new possibilities.
For the Starbucks-owned Evolution brand itself, the partnership is a rare opportunity to transform from a little-known brand into a high profile product sold by the nation’s organic and natural foods powerhouse.
According to David Vinjamuri, president of ThirdWay Brand Trainers, a consulting firm, there is another reason for the cooperation, as he told USA Today:
Whole Foods is, perhaps, the only mainstream retailer that can pass along the high price points of the Evolution Fresh line.
That price: $2.99 to $6.99 for a 15.2-ounce bottle of juice, while it might seem expensive, there are other premium brands out there that can cost even more.
Whole Foods will carry 14 different Evolution Fresh flavors — including two that are unique to the chain: Organic Ruby Roots vegetable juice and Organic Sweet Burn hydration juice.
This is just the beginning for Starbuck’s new healthy food business, with plenty more options expected to become available through Whole Foods and the coffee company’s own juice bars.