Starbucks Consumer Packaged Goods (CPG) is launching a new addition to its chilled favourites coffee range - the Caffè Americano with milk (rrp £1.59).
The only product of its kind on the market, the new chilled coffee drink blends Starbucks 100 per cent certified Arabica Espresso Roast coffee with milk.
The launch of the Caffè Americano with milk will be supported by a national campaign. The brand’s chilled coffee portfolio currently leads 73 per cent market share (IRI), and is a core focus area for Starbucks CPG strategic growth ambitions.
the new addition will expand the range by bringing new consumers into the brand who prefer a more coffee forward and reduced milk product. As a reflection of this popularity, 67% of chilled coffee consumers who tried the new Caffè Americano with milk stated intent to purchase during testing.
Starbucks has committed a multi-million pound spend across a large scale media campaign to promote the Caffè Americano with milk, including advertising and a major sampling campaign for Starbucks CPG. This is in addition to the increased investment Starbucks has recently shown in developing the RTD coffee category, including the launch of new packaging for its existing range earlier in the year.
Starbucks CPG EMEA senior marketing manager Rebecca Kemp said: “We pride ourselves in bringing Starbucks quality and choice to coffee-lovers anytime, anywhere, and the new chilled Caffè Americano with milk is the perfect extension of this. It offers customers coffee they love with a twist, made with passion and roasting artistry that only Starbucks can deliver.”
Available in grocery and convenience stores from May, Caffè Americano with milk will join the existing Starbucks chilled coffee range of delicious flavours including Caffè Latte, Caramel Macchiato and Cappuccino.