Starbucks expands Evolution Fresh juices to East coast

by Monica Watrous
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SEATTLE — Fourteen months after acquiring Evolution Fresh juice, Starbucks Coffee Co. this week expanded distribution of the product to New York City and Boston, increasing its availability to 4,000 locations nationwide.

The coffee chain plans to offer the line of bottled, cold-pressed juices in approximately 8,000 locations by the end of the year.

“Customer feedback on the high-quality, wholesome, delicious and nutritious Evolution Fresh juices has been positive,” said Jeff Hansberry, president of channel development for Starbucks.

In an effort to tap the $50 billion health and wellness category, Starbucks bought Evolution Fresh in November 2011. Last year, the company acquired Teavana tea company and La Boulange bakery.

“Each acquisition brings new ways to transform and improve our existing customer experience,” Mr. Hansberry said. “We identified this health and wellness category as a massive opportunity, and through our own research and understanding, it was relevant for us to participate in this category.”

Using high pressure processing to maintain flavor and nutrients, Evolution Fresh juices contain 1 to 2 lbs of fresh-pressed fruits and vegetables per bottle.

A juice processing facility will open in Southern California later this year, quadrupling production and distribution capacity and boosting innovation.

“Our innovation pipeline is full of exciting products, including seasonal juice offerings and extensions to our portfolio line-up,” Mr. Hansberry said. “Right now, we continue to increase Evolution Fresh distribution, channel by channel, across the U.S. and have our sights on additional markets.”
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