Starbucks kicks off new bar chain with purchaseof fresh juice maker

摘要

Starbucks' recent acquisition of Evolution Fresh, a maker of healthy, natural fruit and vegetable juices, signals the coffee giant's ambitions in the $50 billion (38 billion) health and wellness business. The company plans to expand the brand across America - initially - as well as open a new chain of juice bars. While there are potential opportunities, the company is moving into some unfamiliar territory leaving experts wondering whether the Starbucks model will translate. Are American consumers ready to linger over their smoothies? With its recent acquisition of fresh juice maker, Evolution Fresh, Starbucks Coffee Company wants to do for the juice business what it did for coffee. The move is largely seen as a good strategic fit for both companies,with Starbucks establishing a larger footprint in the health and wellness sector, expanding its presence in the consumer product business and launching a new retail juice concept. But will consumers buy into a juice experience?