Starbucks Corp. is launching its first-ever line of energy drinks in partnership with PepsiCo, Inc, Purchase, NY.
Starbucks BAYA Energy is available in grocery stores, national retailers and convenience stores nationwide and will roll out to Starbucks locations beginning in March. Flavors include mango guava, raspberry lime and pineapple passionfruit. The beverages contain 90 calories and 160 mg of caffeine per serving, plus vitamin C for immune support, according to the company.
“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,” says Chanda Beppu, vice president of 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.”
Total energy drink sales increased 9.2% in 2020, according to market researcher Mintel, signaling an important opportunity for Starbucks.