Starbucks has formally unveiled its new slate of ready-to-drink products, highlighted by two fruit juice-based, cafe-inspired beverages – Pink Drink and Paradise Drink.
The Seattle-based coffee giant has used its longtime RTD distribution partnership with PepsiCo to occasionally explore non-coffee and non-caffeinated drinks, going back to the launch of Starbucks Refreshers in 2012. But it remains a relatively underdeveloped space within the company’s portfolio; According to Circana data, Starbucks held less than 1% dollar share in the shelf-stable bottled juice and smoothie drinks category through January 20, 2023.
Both new products were born from Starbucks cafes; Pink was created through customization and added to the permanent menu in 2017, while Paradise was added last summer. Though both products will be merchandised alongside existing Starbucks RTD coffees, both SKUs feature fruit flavors – strawberry and açaí for Pink, pineapple and passionfruit for Paradise – combined with coconut milk and fruit juice. Both drinks contain 150 calories per 14 oz. bottle and carry a suggested retail price of $3.67 each.
In an email Chanda Beppu, SVP of global channel development at Starbucks, said the company will be supporting the launch with a “robust” campaign across digital, social and in-store channels, which will include 15-second advertising spots on streaming video platforms and paid influencer content on Instagram and TikTok. An “exciting fashion designer collaboration” tied to the new drinks is also set to be announced later this spring.
But Starbucks’ trusted RTD coffee workhorses – namely chilled Frappuccino drinks, representing over $1.4 billion in annual sales – are also getting some tweaks. The company is launching 6.5 oz. Frappuccino Minis in two flavors, Caramel and White Chocolate Mocha, in 8-packs for $11.99. It’s also bringing back White Chocolate Mocha to the core 13.7 oz. glass bottle format (SRP $3.75).
At-home coffee preparation has become a target-rich environment for RTD players thanks to the maturation of the refrigerated multi-serve category, which already this year has seen new entrants like nutpods along with retrenchment by established names like Super Coffee and La Colombe. With cold brew and iced coffee multi-serve formats already on the market in both dairy and non-dairy SKUs, Starbucks’ next play is Espresso Americano, which boasts a “rich, full-bodied espresso” in two flavors: Black Unsweet and Milk & Sugar. Each will retail for $5.49 per 40 oz. bottle.
Lastly, Starbucks’ 15 oz., energy-forward Double Shot is getting a new Caramel flavor.