Starbucks Goes Healthy, Opens First Juice Store - Will It Succeed?
By Paolo Gorgo: Starbucks (SBUX) will open today its first Evolution Fresh juice store in the city of Bellevue, Wash., east of Seattle, just months after buying Evolution Fresh and hiring key personnel in an attempt to go after the $50 billion health and wellness market.The Coffee and Snack Shops industry is expected to resume its long-term growth trend starting from 2012, according to research firm IBISWorld. Consumers, however, have become increasingly health-conscious, and the general trend toward healthy eating has taken market share from other unhealthier segments like donut and ice-cream shops. A perfect timing for Starbucks to get into this new, faster growing segment.Starbucks CEO, Howard Schultz, is not new to the juice industry, having been one of the first investors in Jamba Juice (JMBA), the leading retailer of better-for-you food and beverage offerings.Apparently, he recently looked at other similar ventures like Liquiteria in Lower East Side, NewComplete Story »
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