Starbucks Opens First Juice Bar

Evolution Fresh is hoping to make a splash in the juice bar business.

March 20, 2012

MCLEAN - Yesterday marked the debut of Starbucks?? first Evolution Fresh retail store, which won??t be focusing on cups of coffee. Instead, the store is banking on juice.

The Belleview, Washington, store is a first for the global coffeehouse chain, which comes "four months after Starbucks purchased the little-known Evolution Fresh brand, and two days before the company's annual meeting, where CEO Howard Schultz will prophetically point to Evolution Fresh as an early glimpse of the company's future beyond the coffee bean," writes USA Today.

"Our customers are looking for a healthier lifestyle," Jeff Hansberry, the former Procter & Gamble executive who is now president of Starbucks channel development, told the newspaper. "Juice and nutrition is no longer a fad. It's a full-blown trend."

The newspaper adds that Evolution Fresh will be like an upscale health food store. All food and drink products are natural, meaning no artificial colors, preservatives or additives. The store is designed with mostly white walls, light woods and marble countertops. Juices are customized in an area where employees mix products from eight taps while videos explain the benefits and options.

Also, in-store marketing, design and signage is void of anything related to the Starbucks brand. Baristas have been replaced with "juice partners."

Among the juices are Field of Greens, which blends greens, ginger, apple and cucumber. Also, Coconut Zen, which is made with coconut water, pineapple and cucumber. Smoothies run about $6.99 for a 16-ounce size.

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