Building on this early success, the North American Coffee Partnership, a joint venture between Starbucks Coffee Company and PepsiCo, has announced that consumers will soon be able to enjoy Starbucks Doubleshot Energy+Coffee in a new flavour: Cinnamon Dulce.
Created by NACP culinary experts, food scientists and product designers who explored beverage trends and drew inspiration from popular Latin flavours, Cinnamon Dulce combines the spicy taste of cinnamon and vanilla with a super-charged blend of Starbucks coffee, B vitamins, guarana and ginseng.
Cinnamon Dulce will begin rolling into grocery and convenience channels alongside existing coffee, mocha and vanilla flavours in early February 2009.
“The strong performance of Energy+Coffee over the past eight months is a testament to the versatility of the premium coffee experience,” said Greg Price, vice president, Starbucks Consumer Products Group. “Consumers value the fact that we’re able to deliver broad availability and convenience without sacrificing quality. We look forward to continued innovation and expansion in the RTD coffee category in the future.”
The NACP entered the RTD coffee market in 1994 with the launch of Starbucks bottled Frappuccino beverages. Since that time, the joint venture has introduced a variety of Starbucks Doubleshot products, and has become a leader in the RTD coffee category, which currently tops the $1.3bn mark in the US.
“Our 15-year relationship with Starbucks has produced some important innovations in the RTD coffee category, and engaged a broad consumer base through strong brand loyalty and the strength of the Pepsi distribution system,” said Richard Burjaw, VP and GM, North American Coffee Partnership. “We’re proud of the solid performance Starbucks Doubleshot Energy+Coffee has shown thus far, and anticipate continued positive momentum with the launch of Cinnamon Dulce.”
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