Starbucks diversifies at retail with first Evolution Fresh store

Starbucks is pushing beyond coffee with the opening of the first Evolution Fresh juice store, the company said Monday. Starbucks, which is looking for new businesses for growth, purchased the California-based juice maker in November for $30 million. Evolution Fresh had been selling its juices in grocery stores such as Whole Foods groceries. The first […]

Starbucks is pushing beyond coffee with the opening of the first Evolution Fresh juice store, the company said Monday.

Starbucks, which is looking for new businesses for growth, purchased the California-based juice maker in November for $30 million. Evolution Fresh had been selling its juices in grocery stores such as Whole Foods groceries. The first Evolution Fresh store is in Bellevue, Wash.

Aside from juices, Starbucks said Evolution Fresh shops will have wraps, soups, salads, vegetarian and vegan options and other offerings.

Evolution Fresh, started by Naked Juice founder Jimmy Rosenberg, is one of the few larger juice companies that still cracks, peels, presses and squeezes its own fruits and vegetables rather than using pureed or powdered ingredients. It also uses a process called high-pressure pasteurization to make the juice without heating it.

Starbucks sees these methods as a competitive edge over juice makers such as Odwalla or Naked Juice, which it currently carries in its stores. It said it allows Evolution Fresh to keep a higher nutritional quality in the juice while maintaining the taste.

Starbucks said Evolution Fresh drinks will make their way into Starbucks’ company-owned stores later this year. Evolution Fresh is also planning to add new seasonal and other juices to its product lineup.

Starbucks’ acquisition of Evolution Fresh is part of an attempt to broaden its business as consumers demand healthier products and it faces growing competition from the likes of McDonald’s and the Dunkin’ Donuts chain. The company has rolled out lower-calorie and lower-fat food options, sugar-free syrups and switched from whole milk to 2% milk as the default in its drinks.

Brands Articles

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location