Published March 19, 2012
Goodbye java, hello juice.
Starbucks Corp. is pushing beyond coffee with the opening of its first Evolution Fresh Inc. juice store, the company said Monday.
In the company's biggest move outside coffee, Starbucks purchased the California-based Evolution Fresh brand last year for $30 million. The grand opening of its first store comes only four months after the purchase, and construction of the place, in the upscale city of Bellevue, Wash.just east of Seattle, has been held tightly under wraps.
Now the first details are starting to emerge.
USA Today reports that the first Evolution Fresh store will be like an upscale health food store, with mostly white walls, light woods and marble countertops. Customers can order customized juices that employees mix up. Aside from juices, Evolution Fresh shops will have wraps, soups, salads, and vegetarian and vegan options. All food and drink is natural — no artificial colors, preservatives or additives.
Starbucks is targeting customers who are concerned about their health and well-being, and who have the money to spend on it.
It's reported that juices will cost about $8 for a 16-ounce juice, about $8 for a salad.
Evolution Fresh was started by the founder of Naked Juice, which is now owned by PepsiCo Inc. Since purchasing the company, Starbucks has expanded distribution of its bottled juices beyond a handful of retailers that included Whole Foods Market Inc to more grocery sellers. Starbucks said Evolution Fresh drinks will make their way into Starbucks' company-owned stores later this year.
The Associated Press contributed to this report.