New Blonde roast appeals to 40 per cent of Canadian coffee drinkers
looking for a lighter flavour profile
TORONTO, Feb. 7, 2012 /CNW/ - Beginning today, Starbucks® Blonde Roast
will be available as a brewed option in Starbucks stores across
Canada. Starbucks® Blonde Roast, a lighter roast coffee from the
company known for its signature dark roast, meets the needs of the 10
million Canadian coffee drinkers who say they prefer a lighter roast
coffee.* Since its availability as a packaged wholebean and VIA® Ready
Brew offering in Starbucks retail stores in January, there has been
steady demand from customers to make Starbucks® Blonde Roast an
everyday brewed option as well.
Perfecting a lighter roast coffee that delivers the great taste and
quality customers have come to expect from Starbucks was achieved
thanks to 40 years of blending and roasting experience and an artful
collaboration between Starbucks coffee quality team and roast experts.
"It took eight months and more than 80 different recipe and roast
iterations before we landed on the exact flavour profile our customers
told us they were looking for," said Brad Anderson, master roaster for
Starbucks. "They told us they wanted a flavourful, lighter-bodied
coffee that offers a milder taste and a gentle finish. Starbucks®
Blonde Roast delivers."
The mellow and approachable coffee extends Starbucks Roast Spectrum to
now include Starbucks® Blonde Roast™, in addition to the Medium and
Dark Roast coffees on which the foundation of the company's business
was built. Starbucks® Blonde Roast selections include Starbucks®
Veranda Blend™, Starbucks® Willow Blend™, and Starbucks® Decaf Willow
To help coffee drinkers determine the coffee taste and intensity they
prefer, Starbucks will host "Find the Roast You Love Most" tasting
events in Canada from Feb. 9-11, at participating stores nationwide.
Customers will be able to taste Starbucks® Blonde Roast alongside
Starbucks® Medium and Dark Roast coffees. Those who put their taste
buds to the test will receive a sticker that identifies their roast
preference, as well as a free sample of Starbucks® Blonde Roast to brew
at home or a coupon for $1 off a pound of any Starbucks® coffee or any
10- or 12-pack of Starbucks VIA® Ready Brew.
"Starbucks® Blonde Roast is Starbucks answer to providing a premium
lighter roast coffee to appeal to those that describe Starbucks
signature roast as too intense," said Jeff Hansberry, president,
Channel Development for Starbucks.
New Packaging Makes Finding a Favourite Coffee Easier
Coinciding with the launch of Starbucks® Blonde Roast is the
introduction of new coffee packaging across North America, organized by
roast - Starbucks® Blonde Roast, Starbucks® Medium Roast, and
Starbucks® Dark Roast - to help customers navigate Starbucks® coffee
options to find their favourite both in Starbucks retail stores or
while shopping down the grocery coffee aisle.
"We know customers are frustrated when it comes to finding the coffee
that is right for them," said Hansberry. "Organizing our coffees by
Starbucks® Blonde, Medium, and Dark roasts will make it easier for
shoppers looking for coffee to find the taste that appeal to them."
Offering Variety is Important Given Coffee's Appeal
In addition to the current availability of Starbucks® Blonde Roast
selections in whole bean, Starbucks VIA® Ready Brew, and now as a
brewed option in Starbucks stores throughout Canada - Starbucks® Blonde
Roast Veranda Blend™ and Willow Blend™ will be available as a Roast and
Ground packaged offering in Canadian grocery stores, later this month.
Starbucks VIA® Veranda Blend™, as well as Starbucks® K-Cup® Packs will
also be launching in Canadian grocery channels in March.
About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting the highest-quality arabica coffee in the world. Today, with stores around the globe, the company
is the premier roaster and retailer of specialty coffee in the world.
Through our unwavering commitment to excellence and our guiding
principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the
experience, please visit us in our stores or online at www.starbucks.ca
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SOURCE Starbucks Coffee Company
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