Starbucks is releasing single-serve Starbucks’ coffees branded as ‘Cold & Crafted’ bottles within the ready-to-drink (RTD) category that is becoming ever more popular from supermarkets to convenience stores.
The two flavours are coffee with ‘Splash of Milk and Vanilla’, ‘Sweetened Black’ coffee, or coffee with ‘Milk & Mocha’. Does coffee with milk and mocha sound odd to you? Mocha is already a type of coffee with chocolate!
The company engineer the drinks to all be less than 100 calories and have created a blend and roast profile that suits the formulae, which the company tested extensively before launching it at $3 for an 11oz bottle.
While Starbucks share price looks good over the last year, some analysts have pointed to slowing growth – something the company must be aware of. Public companies are often valued on their potential future revenues, so pushing the share price up is not reliant on current profits as much as the potential growth of profit.
With this in mind, Starbucks’ board must be looking at ways to bring in new revenue streams.