Starbucks enters R.-T.-D. market in Europe
January 21, 2010
SEATTLE — Starbucks Corp. is entering the ready-to-drink (R.-T.-D.) coffee category in Europe through an agreement with Arla Foods for the manufacturing, distribution and marketing of Starbucks-branded premium R.-T.-D. coffee beverages in Europe.
“Starbucks is a super brand around the world based on strong values and high quality products, and we are very pleased about the fact Starbucks and Arla will work together in the European R.-T.-D. cold coffee business,” said Peder Tuborgh, chief executive officer for Arla Foods. “The joint effort to grow the R.-T.-D. cold coffee category where Arla Foods will produce, market and sell Starbucks-branded R.-T.-D. coffee beverages is a great opportunity for Arla and a strong match to Arla’s European strategy.”
The R.-T.-D. coffee market in Europe is valued at about $550 million, and Starbucks said extending the brand into new distribution channels globally is part of the company’s long-term plans to target international growth in key regions.