Starbucks will start expanding Evolution Fresh by putting in its existing Starbucks locations, the company said. And as consumers become increasingly aware of the brand, Starbucks will launch a new health and wellness retail concept based on it in early-to-mid calendar year 2012. Evolution Fresh Inc. will be a wholly-owned subsidiary of Starbucks Corp.
In recent years, Starbucks has seen success with expanded healthier menu items in its stores. With this acquisition, “Starbucks will reinvent the $1.6 billion super-premium juice segment, its significant next step in entering the larger $50 billion Health and Wellness sector,” the retailer said in a press release.
“Our intent is to build a national Health and Wellness brand leveraging our scale, resources and premium product expertise,” said Howard Schultz, Starbucks chairman, president and CEO, in a press release. Evolution Fresh stands out among other juice brands because it cracks, peels, presses, and squeezes its own raw fruits and vegetables, Starbucks said.
Using a technology new to juice called High Pressure Pasteurization (HPP), Evolution Fresh is able to deliver one of the only “never heated” juice products for an increasingly larger number of its offerings, ensuring fresh tasting and nutritious juices, Starbucks said.
Compiled by the staff of Shopping Centers Today. © November 10, 2011 International Council of Shopping Centers.
