Starbucks Consumer Packaged Goods (CPG) is launching a new addition to its chilled coffee range – the Caffè Americano with milk. The company said the new chilled coffee drink blends Starbucks 100% certified Arabica Espresso Roast coffee with milk to create a “new experience for chilled coffee lovers across the country”.
The launch of the Caffè Americano with milk will be the biggest for the Starbucks chilled range in recent years, and will be supported by a multi-million pound national campaign, including advertising and sampling. This is in addition to the increased investment Starbucks has recently shown in developing the ready-to-drink (RTD) coffee category, including the launch of new packaging for its existing range earlier in the year. The brand’s chilled coffee portfolio currently holds a 73% market share, and is a core focus area of growth for Starbucks CPG.
Caffè Americano currently ranks as the #4 bestselling hot drink across Europe with Starbucks saying that it expects the new chilled version to bring new consumers into the brand.
Commenting on the launch, Rebecca Kemp, Senior Marketing Manager for Starbucks CPG EMEA, 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 this month, Caffè Americano with milk will join the existing Starbucks chilled coffee range of flavours including Caffè Latte, Caramel Macchiato and Cappuccino.