USA | Nestlé and Starbucks have brought one of Starbucks' fastest-growing beverage platforms from the coffeehouse into consumers' homes.
Developed through the Global Coffee Alliance between Nestlé and Starbucks, Starbucks Refreshers Concentrates can be mixed with water, milk or lemonade over ice to create fruity, lightly caffeinated beverages made with green coffee extract that provide refreshment or indulgence.
The launch reflected how consumer beverage habits continue to evolve. While coffee remains a daily ritual for millions of consumers, consumers have increasingly sought flavourful, refreshing drinks throughout the day, with endless opportunities for customisation.
Over the past decade, Starbucks Refreshers have become a key driver of category growth for the brand, growing into an approximately USD two billion beverage platform and becoming the second-best-selling beverage platform in Starbucks coffeehouses, behind espresso-based beverages.
Their vibrant flavours, colourful appearance and customisable nature have made them especially popular among younger consumers.
"Consumers today move between different beverage occasions throughout the day, looking for recharge, refreshment, or enjoyment, depending on their needs," said Ethel Touitou, Nestlé's Global Category Lead for Starbucks. "
“The success of Starbucks Refreshers showed us a strong opportunity beyond traditional coffee. What started as a popular summer favourite has become a go-to refreshment choice, especially for the midday pick-me-up. With Starbucks Refreshers Concentrates, consumers can now easily enjoy a Starbucks coffeehouse-inspired favourite at home, while we continue to expand the brand into new occasions throughout the year."
Since launching in the United States earlier this year, Starbucks Refreshers Concentrates have exceeded expectations, selling out on Amazon after just one day and in more than 1000 Target stores within three days.
"Through the Global Coffee Alliance with Nestlé, we're continuing to bring Starbucks coffeehouse favourites into consumers' homes in innovative new ways," said Nik Dhodi, Vice President, Global Coffee Alliance at Starbucks.
"The strong response to Starbucks Refreshers demonstrates consumers' growing appetite for refreshing, fruit-based beverages that fit a variety of occasions. Starbucks Refreshers Concentrates make it easy to enjoy that experience beyond our coffeehouses and for consumers to customise to their beverage tastes."
Starbucks Refreshers Concentrates are currently available in three fruit flavours: Strawberry Açaí and Mango Dragonfruit, two Starbucks coffeehouse favourites, and Lime Watermelon, a consumer-packaged goods exclusive flavour.
Explore the latest Beverage Report here
