Starbucks is entering the energy category for the first time with the introduction of Starbucks BAYA Energy, a ready-to-drink (RTD) beverage that is crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support* to give consumers a boost of feel-good energy. The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products.
Starbucks BAYA Energy is available in three fruit flavors – Mango Guava, Raspberry Lime and Pineapple Passionfruit – and contains 90 calories and 160 mg of caffeine per 12 oz. can. Consumers can now find Starbucks BAYA Energy nationwide in grocery stores, national retailers, convenience stores and gas stations as well as online where groceries are sold for a suggested retail price of $2.89. Beginning March 1, customers can also find Starbucks BAYA Energy at Starbucks stores in the U.S.
“We’re thrilled to introduce Starbucks BAYA Energy to our customers, providing them with a refreshing, fruit-flavored boost of feel-good energy, in a way only Starbucks can deliver,” said Chanda Beppu, vice president, Channel Development Americas at Starbucks. “Over the years, we’ve continued to identify new and exciting ways to expand our ready-to-drink portfolio and saw an opportunity to complement our existing coffee beverage lineup with Starbucks BAYA Energy, the brand’s first beverage to launch in the energy category.”
According to Mintel, energy drinks are on the rise as a great tasting, convenient and quick source of energy, and the consumer need for energy has only increased during the pandemic. With total energy drink sales up 9.2% in 2020, an increase of 37.4% from 2015, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry, largely due to consumer desire for functional ingredients.
New Starbucks coffee beverages also available in grocery this year
Starbucks BAYA Energy joins several new Starbucks RTD beverages that will launch later this year in local grocery stores, national retailers, convenience stores and gas stations as well as online where groceries are sold.
“Starbucks has been a leader in the ready-to-drink coffee category since 1994 and we continue to focus on beverage innovation with the highest quality coffee and ingredients,” said Beppu. “This year, we’re excited to provide customers with their favorite ready-to-drink Starbucks beverages in new flavors and formats, like Starbucks Cold & Crafted on Tap and the new Starbucks Frappuccino coffee drink with Oatmilk.”
Following the success of oatmilk in Starbucks stores, Starbucks is launching its first RTD products with oatmilk as the company works towards its commitment to expand plant-based menu choices around the world as part of the company’s goal to reduce carbon by 50% by 2030.