Starbucks enter canned energy drink market
Starbucks is entering the energy category for the first time with the introduction of Starbucks BAYA Energy, a ready-to-drink canned beverage.
The coffee giant says it is crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support to give consumers a boost of feel-good energy.
The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products.
Starbucks BAYA Energy is available in three fruit flavours – Mango Guava, Raspberry Lime and Pineapple Passionfruit – and contains 90 calories and 160 mg of caffeine per 12 oz. can.
Consumers can now find Starbucks BAYA Energy across the US in grocery stores, national retailers, convenience stores and gas stations as well as online where groceries are sold for a suggested retail price of $2.89. Beginning March 1, customers can also find Starbucks BAYA Energy at Starbucks stores in the U.S.
“We’re thrilled to introduce Starbucks BAYA Energy to our customers, providing them with a refreshing, fruit-flavoured boost of feel-good energy, in a way only Starbucks can deliver,” said Chanda Beppu, vice president, Channel Development Americas at Starbucks.
“Over the years, we’ve continued to identify new and exciting ways to expand our ready-to-drink portfolio and saw an opportunity to complement our existing coffee beverage lineup with Starbucks BAYA Energy, the brand’s first beverage to launch in the energy category.”