Nestlé and Starbucks have announced the expansion of their retail partnership into a new category: Starbucks Refreshers Concentrates, concentrates for making at home the refreshing drinks that have become a pillar of the chain’s coffeehouse menu. The product is based on green coffee extract, which supplies the caffeine, and comes in three flavours — Strawberry Açaí, Mango Dragonfruit and Lime Watermelon — to be mixed with water, milk or lemonade over ice.
The results of the initial US launch exceeded both companies’ expectations: stock sold out on Amazon after a single day and in more than 1,000 Target stores within three days. According to Starbucks, Refreshers are now the second-best-selling beverage platform in its coffeehouses, behind espresso-based drinks, and a major driver of category growth.
The launch is part of the Global Coffee Alliance, the partnership formed in 2018 between Nestlé and Starbucks that combines the Swiss group’s global distribution network and manufacturing capabilities with the American brand’s recognition. Trade media value the Refreshers platform at roughly $2 billion.
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Source: Food and Drink Technology