Starbucks and Arla Foods have today (May 5) announced the launch of Starbucks Bottled Frappuccino®, giving UK consumers the chance to buy their favourite Starbucks Frappuccino flavour in grocery outlets as well as in Starbucks coffeehouses.
For the first time ever Starbucks is supporting the launch of its new Bottled Frappuccino range at the same time as its new customisable, made to order Frappuccino in its stores with a multi-media marketing and sampling campaign. This new in store and Bottled Frappuccino integrated campaign will play out during the summer at events, including the Capital Radio Summertime Ball, and through print, online, outdoor and cinema advertising.
Bottled Frappuccino is the latest addition to the Starbucks grocery line up and builds on the success of Starbucks VIA® instant coffee, Starbucks Discoveries® chilled latte and Starbucks Doubleshot®. The new Frappuccino range of chilled milk drinks has already hit the shelves of major retailers and is also available in Starbucks coffeehouses from today. It’s available in grocery in three flavours – Coffee, Mocha and Strawberry - inspired by the most popular flavours of Starbucks Frappuccino in its stores.
Every week over 2 million customers visit Starbucks stores in the UK, providing the company with the opportunity to introduce new products before they reach the supermarket shelf. Darcy Willson-Rymer, managing director, Starbucks UK & Ireland commented: “The introduction of Bottled Frappuccino to the grocery aisle builds on our existing strategy of providing customers with more opportunities to find and enjoy their favourite Starbucks drink. Our Frappuccino brand has a significant existing following and this combined investment in our coffeehouses and grocery distribution enables us to develop this category in the UK.”
Harriet O’Regan, commercial marketing manager for Starbucks at Arla Foods, said: “This is an exciting opportunity to launch a ready to drink format of the well loved Starbucks Frappuccino. The ready to drink Frappuccino brings much needed new product development to the flavoured milk market in a highly premium offering from Starbucks.”
Starbucks is already number one in chilled coffee in the UK with a brand value of £3.4m. According to the 2011 Britvic Soft Drinks Report, cold hot drinks was the top performing sub-category last year in the take-home sector, growing 92.7%, with Starbucks Discoveries® and Starbucks Double Shot® contributing to the category’s expansion.