SEATTLE—Starbucks has launched its first energy drink, according to a news release. The ready-to-drink (RTD) beverage is called Starbucks BAYA Energy and uses caffeine naturally found in coffee fruit, plus added vitamin C.
The energy drink will come in three flavors: mango guava, raspberry lime and pineapple passionfruit. It contains 90 calories and 160 milligrams of caffeine per 12-ounce can. Beginning March 1, U.S. Starbucks stores will carry Starbucks BAYA Energy.
The beverages were developed through the North American Coffee Partnership, a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products. The partnership is debuting several Starbucks RTD beverages later this year that feature oat milk, including Starbucks Multi-Serve Cold Brew: Dark Chocolate Oatmilk and Starbucks Frappuccino Coffee Drink with Oatmilk.
Also releasing later this year is Starbucks Cold & Crafted on Tap in two flavors—black unsweetened and coffee with a splash of milk, Starbucks Nitro Cold Brew Splash of Sweet Cream, Starbucks Tripleshot Zero Sugar Milk Chocolate and Starbucks Frappuccino Passport Series Hazelnut Tiramisu.
NACS Daily reported that energy drinks are one of the highest performing products in terms of sales. These data align with the growing trend of consumers seeking out functional food and drinks that give added benefits, such as energy, cognitive or immunity assistance. Both the functional food category and a strong focus on health and wellness were prominent before COVID-19, but the pandemic further heightened these trends and made functional energy drinks even more popular.
For a look at the hottest brands driving sales in convenience stores, read “The Hot Sellers” in the July 2021 issue of NACS Magazine.