Starbucks launches Blonde Roast Coffee
Jan. 10, 2012
SEATTLE — Starbucks Coffee Co. is launching Starbucks Blonde Roast as a brewed option in Starbucks stores and as a packaged coffee in Starbucks stores and grocery stores.
“Starbucks Blonde Roast is our answer to providing a premium lighter roast coffee to appeal to those that describe Starbucks signature roast as too intense,” said Jeff Hansberry, president of channel development for Starbucks. “This new roast profile will allow us to increase our share of the brewed coffee market down the grocery aisle where a majority of coffee sales are in the light and medium roast categories. This segment of the market represents a $1 billion opportunity for the company in the U.S. alone.”
Specifically, Starbucks Veranda Blend will be available as a brewed option in Starbucks stores, Starbucks Blonde Roast whole bean will be in Starbucks stores, Starbucks Blonde Roast whole bean and ground coffee products will be available in grocery stores, Starbucks VIA Veranda Blend will be available in Starbucks stores, and Starbucks Veranda Blend K-Cup Packs will be in grocery stores.