Starbucks to Add Blonde Roast
Starbucks will be adding a blonde roast to their java collection in an effort to reach out to customers who favor milder coffee. The new addition is set to launch nationally in January, reports the Chicago Tribune.
Starbucks global chief marketing officer Annie Young-Scrivner made the announcement at a press conference in Chicago Tuesday. Young-Scrivner said that 40 percent of the 130 million coffee drinkers in the U.S. prefer a milder tasting joe, something not offered by the coffee chain.
By adding the milder blend, Starbucks plans to attract new customers.
“We have a lot of customers who love our lattes and cappuccinos, but they don’t prefer our coffee,” Young-Scrivner said. She added that the opportunity is even greater in international markets, including Great Britain.
The blonde roast will launch in January with a marketing campaign that includes national TV advertising.
Starbucks has also repackaged its coffee for grocery stores, based on research that customers spend an average of 60 seconds on deciding which coffee to purchase. The coffees will be labeled either “bold,” “medium,”or “blonde.”