Starbucks has launched a new packaging design for its chilled cup range found in grocery and convenience outlets, using a new portfolio of artistic and unique designs to appeal to consumers and to more closely align with the Starbucks master brand. Formerly known as Starbucks Discoveries, the chilled coffees will also be relaunched under the Starbucks brand to support the new look.
Starbucks ready to drink range is up by 19% in the last 52 weeks, outperforming the market trend of 11%, and taking the brand up to 62.4% market share. The changes will also see the renaming of some SKUs in the range to reflect the Starbucks coffeehouse heritage, including the transition of Seattle Latte to Caffè Latte.
Available in grocery and convenience stores from late January, the designs incorporate natural colours, textures and sensory attributes synonymous with each flavour, and reflecting the expertise and provenance of Starbucks coffee. For example, the new Caramel Macchiato cup features the cross-hatch caramel drizzle, mirroring the signature drizzle used in Starbucks coffee houses, whilst the Cappuccino packaging design has a bubble cascade illustration from the top of the product, representing the famous cappuccino foam.
Starbucks said the new packaging has demonstrated high potential for success amongst consumers during testing, performing 16% above the database standard, with higher unaided recall than competitors and higher than average purchase intention for the product.
Made with the same bold, full-bodied, 100% certified Arabica Espresso Roast coffee as found in its coffee houses and blended with sweet, creamy milk, the Starbucks range is sold across a number of supermarkets and convenience stores including Tesco, Sainsbury’s, Asda, Waitrose, WHSmith and Boots.
Claire Irvine, Starbucks commercial manager at Arla Foods, said: “Our Starbucks chilled coffee range is rooted in the core of the Starbucks coffee house experience through the new look and feel. We want to bring to life the quality, coffee passion and roasting artistry that only Starbucks can deliver.
“Our ready to drink portfolio aims to bring a quality choice to coffee-lovers outside of our coffee houses, and offer a great alternative for busy consumers who may not be able to reach a Starbucks coffee house.”
The full Starbucks range consists of five delicious flavours with an RRP of £1.59: Caffè Latte, Caramel Macchiato, Cappuccino Skinny Latte and Chocolate Mocha.