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Starbucks Unveils Energy Drinks, Takes On Red Bull

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Nothing seems to be slowing down Starbucks these days.

After opening its first juice bar and gearing up to introduce alcoholic beverages on their menu, Starbucks has just unveiled a new line of energy drinks.

Called Starbucks ‘Refreshers’, the energy drinks are made with fruit juice and green coffee extract and said to be high in antioxidants.

The 12-ounce canned drinks come in three different flavors—strawberry lemonade, raspberry pomegranate and orange melon—and contain only 60 calories each.

The new entrant, in the US energy drinks market—said to be worth some US$8 billion and currently dominated by Red Bull—will be sold at grocers, convenience stores and Starbucks stores for US$1.99 a can.


"Starbucks is firing on all cylinders," CEO Howard Schultz told 2,000 shareholders at their annual meeting on Thursday. "We are now creating lots of Starbucks products to live outside of our stores."

By late April, Starbucks ‘Refreshers’ will be sold at 160,000 grocers and come July, made-to-order versions will be sold at Starbucks stores.

Earlier this month too, the Seattle-based coffee giant announced plans to market its single-cup espresso home brewer called ‘Verismo’ while over in Amsterdam, the very first Starbucks coffee lab recently opened its doors.

[via Los Angeles Times]
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