Starbucks Revolutionizes the $3.4 Billion Cold Crafted Juice Category

May 1, 2012
Starbucks Refreshes Juice Brand and Opens First Evolution Fresh Store.
Four months after acquiring Evolution Fresh Inc., Seattle-based Starbucks Coffee Co. opens the first Evolution Fresh retail store in Bellevue, Wash., and transforms the premium juice brand's look and feel to better reflect the pure, natural ingredients in each beverage, its strategic expansion and positions Evolution Fresh as a leader in the $3.4 billion and growing cold-crafted juice category. In addition, Evolution Fresh is designed and constructed to meet LEED specifications, including LEED-certified features such as its urban location, locally-sourced materials, reused and recycled components, as well as elements that lend to water and energy conservation and waste reduction.A captivating one-of-a-kind, patent-pending interactive juice wall displays educational and entertaining digital illustrations of juices and smoothies being handcrafted, and order personalized fresh hot and cold food items at the food counter or grab ready-to-drink beverages and food items to go. After cold pressing and squeezing the juice, an innovative technology called High Pressure Processing (HPP) is used to retain more of the flavors, vitamins and nutrients of raw fruits and vegetables, and varieties include: Orange Juice; Pomegranate Juice; Organic Orange Juice; Tangerine Juice; Organic Tangerine Juice; Carrot, Orange Mango Juice; Cucumber Pineapple Ginger Juice; Essential Vegetable Juice; Sweet Greens and Lemon Juice; Incredible Vegetable Juice; Vital Greens Juice; Organic V Juice; Super Green Smoothie; Defense Up Smoothie; Apple Berry & Fiber Smoothie and Mango & Fiber Smoothie.Combining fresh, natural ingredients with culinary and globally inspired recipes, each order is personalized and handcrafted to create other delicious offerings, including wraps, salads, soups and more. Evolution Fresh is also offers vegetarian and vegan offerings to help customers get the most out of life, whether in-store or on-the-go. "Evolution Fresh is a revolutionary new approach to serve our changing lifestyles," says Arthur Rubinfeld, president, Global Store Development. "The Evolution Fresh store offers super-premium juices and foods that are alive with fresh-picked, natural flavor and taste great." In addition, the refreshed Evolution Fresh brand will cycle into grocery channels.