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Iced Tea

Get Ready for Fruit-Infused Iced Teas at Starbucks All Year Long

August 10, 2017
Starbucks Shaken Iced Tea Infusers

Courtesy Starbucks

In a world in which it feels like bad news hits us from every direction, here’s some good news for a change: Starbucks has announced that three new Shaken Iced Tea Infusions will be available at participating stores year-round.

The fruit-infused iced tea flavors are:

1) Pineapple Black Tea

2) Peach Citrus White Tea

3) Strawberry Green Tea

The beverages, developed in partnership with Starbucks-owned Teavana, are the brainchild of two main developers: Culinary Institute of America grad Melynda Cheng and food science degree-holder Megan Droz.

Inspired by the increasing number of Starbucks customers ordering unsweetened iced teas and their rising demand for customization, Cheng and Droz wanted to update the goliath chain’s iced tea menu to reflect evolving consumer preferences, turning to fruit to provide both flavor and a healthy dose of sweetness.

After five months of trial and error, the duo came up with the three Shaken Iced Tea Infusions that debuted on July 11.

Just 45 calories per Grande serving, each iced tea contains tea, botanical blends, and liquid cane sugar. Additionally, each contains no artificial sweeteners and no artificial flavor, answering consumers’ call for real, wholesome ingredients and nutritional transparency.

Said Droz in a Starbucks press release, “The fruit and botanical blends of pineapple, peach citrus and strawberry take the place of sweeteners for a lighter mouthfeel and more delicate flavor than other iced tea beverages.”

For guests that want to have it their way, they can now customize any iced tea with the new flavors. Pineapple, peach citrus, and strawberry are “all complementary to our core Teavana back, green, herbal and white teas,” explained Droz.  Isn’t it nice to get exactly what you want?

The new iced teas have been launched with the “Good Feels Good” campaign.

Check out the inaugural ad below:

https://www.youtube.com/watch?v=v7K4bh2qvDw

Wondering who all the folks in the ad are?  Here’s a handy key from Starbucks:

“Good Feels Good” campaign

Courtesy Starbucks

Good does indeed feel good, and Starbucks is hoping that tea can be a good part of getting you to feel that way. We hope so, too!

Starbucks acquired Teavana five years ago in a $620 million deal.  Having solidified itself as the biggest name in coffee, it was time to expand to tea. With product releases like these three new iced teas, Starbucks is hoping to become the company you think of when you hear the word tea. Will that in fact transpire?  Starbucks bet $620 million that it would.  Stay tuned.

For more information and videos about these new iced teas, head to tea.starbucks.com.

 

 

Industry

Starbucks to Close All Teavana Stores

August 8, 2017

Say goodbye to Teavana—its stand-alone stores at least. Starbucks will shutter all 379 Teavana stores located in Canada and United States malls by Spring 2018. Starbucks will continue to sell Teavana products at its stores worldwide.

The closure of all Teavana stores will cost 3,300 people their jobs, but Starbucks hopes to keep those workers employed within the Starbucks family, where the company expects to see an increase of 68,000 jobs over the next five years.

Palo Alto Teavana Store

A Teavana store in Palo Alto, California | Courtesy Starbucks

Starbucks acquired Teavana in 2012 for $620 million, including its stand-alone retail stores located at upscale shopping malls, which have proved disappointing.

In a Q3 Earnings report, newly appointed Starbucks CEO Kevin Johnson characterized Teavana stores as “consistently underperforming.” He explained, “We conducted a strategic review of Teavana mall-based store business and concluded that despite our efforts to reverse the trend through creative merchandising and new store designs, the underperformance was likely to continue.”

As more shoppers peruse virtual aisles online and large retailers like Macy’s and Sears close their stores, consumers have fewer reasons to go to the mall in the first place, leading to a decline in secondary food purchases, like that piece of pizza from the food court or that cup of tea from Teavana.

Some analysts point to consumer behavior to explain Teavana’s failure, arguing that people are simply accustomed to buying tea at the grocery store, not the mall. And we are creatures of habit, after all

While Teavana stores may not be minting much profit, the brand is a success inside Starbucks stores:

Tea is the fastest-growing category in Starbucks sales. Starbucks’ tea business has risen 40% in the US since its Teavana acquisition, and 60% over the past year in China and Japan.

teavana products

You’ll still be able to get Teavana products at Starbucks stores, like these ready-to-drink teas. | Courtesy Starbucks

Starbucks stores have been generating about four times as much Teavana revenue than Teavana mall stores were able to do. Closing these locations and shifting costs from maintaining Teavana stores to promoting Teavana products within Starbucks stores makes fiscal sense.
Johnson expects Starbucks to sell more than $1.6 billion of Teavana beverages in 2017 worldwide.

 Shaken Iced Tea infusions

Starbucks is committed to tea innovation with the release of products like these Shaken Iced Tea infusions | Courtesy Starbucks

That includes the recently launched Shaken Iced Tea infusions, available in three delicious flavors:

1) Pineapple Black Tea

2) Peach Citrus White Tea

3) Strawberry Green Tea

Despite closing all Teavana stores, Starbucks remains committed to innovating within the tea market.  Said Johnson, “We have big plans for tea in Starbucks retail and CPG (consumer packaged goods) globally.”

Starbucks Commitment to Tea

Courtesy Starbucks

Iced Tea

Get Free Iced Tea Mocktails This Summer from Teavana

June 6, 2017

Teavana Beach Bellini Iced Tea Mocktail

Swimsuits, barbecues, and iced tea. Like the smell of sunscreen and the sound of the air conditioner blasting, they define summer. And this beach season, you can score free cocktail-inspired iced teas at Teavana stores every Friday between 3 and 7 pm.

With its “Summer Fri-YAYS” promotion, Teavana will offer customers who buy a 24-ounce featured iced tea, a second drink for free. The second beverage has to be of equal or lesser value, but the 2 for 1 deal has our mouths watering, especially after reading the featured tea descriptions:

  • Beach Bellini ™, has notes of papaya, pineapple, and citrus that make a bright, tropical splash.
  • Strawberry Daiquiri, combines sweet strawberry, smooth vanilla, and rose petals.
  • Piña Colada, brings you to paradise with coconut, pineapple, and vanilla-kissed tropical fruit.
  • Mandarin Mimosa, a breezy, citrus-brightened blend that combines mandarin orange, mango, papaya, and lemongrass.

The promotion combines two things people love: iced tea and cocktails, taking out the buzz but keeping all the refreshing flavor. The flavors chosen for the featured iced teas reflect consumer preferences in the US.  According to Business Insider, the pina colada was the 25th best-selling cocktail of 2016, while the daiquiri was the 4th most popular.  No doubt, these stellar performances informed Teavana developers when finalizing the Summer Fri-YAYS menu, while the inclusion of mimosa and bellini-inspired teas will tantalize consumers familiar with these flavors from classic brunch menus.  And since the Tea Association of the USA reports that 80% of the tea consumed in the country is iced, Summer Fri-YAYS seems likely to resonate with American consumers.

If you fall hopelessly in love with any of these featured iced tea flavors and want to whip up a glass at home, each is available in loose leaf.  You can get your hands on a $40 sampler that includes 2 ounces of each variety. Teavana suggests this sampler will brew anywhere from 24 to 34 cups of iced tea.Teavana Happy Hour Craft Tea Cocktail Sampler

Whether you enjoy one of these cocktail-inspired iced teas in a Teavana store or from a home-brewed pitcher, since they contain zero alcohol and zero caffeine, Happy Hour can be fun for the whole family. Plus, sober friends will appreciate being able to partake in Happy Hour stress-free.

To locate the Teavana store that’s closest to you and start your weekend off with a huge dose of flavor, click here.
Teavana Beach Bellini Iced Tea Mocktail