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article imageStarbucks opens first juice bar with rebrand of Evolution Fresh

By Leigh Goessl     Mar 19, 2012 in Business
Bellevue - In the latest of new ventures, Starbucks has opened a juice store. This came about through an acquisition of Evolution Fresh Inc.
Digital Journal had reported Starbucks made this purchase for $30 million in Nov. 2011.
According to a press release issued from the coffee giant, the first Evolution Fresh™ store is open for business and is unveiled with a rebrand of the original.
The initial store is located in Bellevue, Wash., and will feature fresh squeezed juices that are never heated, but instead go through a high pressure processing (HPP) method to extract the juice from fruits and vegetables.
“Evolution Fresh sets a new standard in premium cold-crafted juice. We are making real juice that has more of the nutrients and flavors from the fruits and vegetables from which it comes from,” said Jeff Hansberry, president, Channel Development. “We have a tremendous opportunity to change people’s lives not only by making premium-quality, natural juices and foods more readily available, but also by offering an extensive variety of choices for customers to select the best options for their lifestyle.”
Starbucks noted the transformation of the Evolution Fresh brand’s look is designed to "reflect the pure, natural ingredients in each beverage and its strategic expansion and growth."
In addition to natural juices, it appears Starbucks is looking to spread its brand to be inclusive of healthier food options, along with an effort to appeal to a diversity in palates. The company also appears to be looking to offer a healthier alternative to the standard fast food fare. The company mentions, in addition to the premium juices offered, the menu will include soups, salads, and wraps to name a few items; vegetarian and vegan items will also be an option.
“Evolution Fresh is a revolutionary new approach to serve our changing lifestyles,” said Arthur Rubinfeld, president, Global Store Development. “The Evolution Fresh store offers super-premium juices and foods that are alive with fresh-picked, natural flavor and taste great.”
Over the past couple of years Starbucks has done a lot of restructuring and trying new strategies to appeal to a wider customer base. In 2010 the company launched the Starbucks Digital Network, last year it changed its logo, and most recently, began selling wine and beer offerings in selected regions.
Now juice and fresh foods are crossing the horizon. The Bellevue juice shop is the first of many, although at this time it's anyone's guess where the next one will appear. The Seattle Times reported Starbucks plans to sell the juice in its coffee shops nationwide as it continues to unveil new juice bars.
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