Title: Starbucks Looking to Expand by Serving Blondes
Description: With research showing that 40 percent of the country?s coffee drinkers prefer a lighter roast coffee, Starbucks announced the launch of a new Blonde roast.
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CHICAGO ? Looking to capture yet a larger share of the U.S. coffee market, Starbucks announced earlier this week that it will introduce a new product in its coffee line, a Blonde roast in two varieties: Veranda and Willow.
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Annie Young-Scrivner, Starbucks? global chief marketing officer, told Advertising Age that 40 percent of the country?s 130 million coffee drinkers prefer a lighter-roast coffee. The company?s Blonde roast hopes to tap into that segment, as well resonate among many of its existing customers who have complained about its coffee as being ?too heavy.?
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The new coffee will launch in January with a ?360-degree? media approach including TV, digital and social media. It will be sold at all Starbucks stores as well as in supermarkets, and available in whole bean, roast and ground, Via and K-cups.
?Content Subject: Foodservice
Formatted Article Date: October 20, 2011
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