After making a name for themselves with large and extra large morning beverages, Starbucks is now going in the opposite direction, hoping to tap into a new segment of the market with their limited edition mini frappuccinos.
Starting today, the coffee giant will make 10-ounce frappuccino cups available for about a month at Starbucks shops across the US and Canada. The mini frappuccinos will only be available to customers between May 11 and June 6 and cost 20 to 30 cents less than a regular size beverage would.
A company spokesman informed the project came into being due to popular demand. Regular customers have often asked for more options when it comes to the size of their frappuccinos. Like any good brand, they listened, tested the product line last summer in select markets and are now selling them to everyone.
Though the price isn’t significantly lower, the minis come with an obvious and welcomed benefit – the number of calories cut in half.
While a grande Coffee Frappuccino made with whole milk (16 ounces) has 240 calories and 50 grams of sugar, a mini (10 ounces) only has 120 calories and 24 grams of sugar.
While a grande Coffee Light Frappuccino (16 ounces), made with nonfat milk and reduced sugar syrup, has 110 calories and 23 grams of sugar, a mini (10 ounces) only has 60 calories and 13 grams of sugar.
It’s no secret that bite-size foods and mini beverages have enjoyed an ever growing popularity in recent years, with many health-conscious consumers looking to indulge in their “vices” without overdosing on calories.
Muhtar Kent, Coca-Cola CEO, gave a statement last month saying that consumers are moving strongly towards small packages, particularly low to mid-teens are continuing to show great growth in that direction.
It’s also highly profitable for the brands. On one hand prices rarely drop significantly between regular packs and mini packs, on the other consumers not interested in larger packs are much more likely to buy products already packed in small servings, rather than buy regular packs and split them up in several servings.
Starbucks’ launching date could be seen as strategic as it’s near the summer season, and inevitably the summer vacation, a time of year when people are more conscious than usual about their physical appearance.
It’s unclear as of yet if Starbucks intends to sell the new line of products all throughout the year once they prove successful, or if they’re going to discontinue them after June 6.
If the company does decide to keep them on the menu, they have a strong chance of introducing a new, more health-oriented, segment of the market to the coffee chain, as well as offering the brand new merchandising opportunities.
Frappuccinos debuted at Starbucks in 1995 with just two flavors – coffee and mocha. Today, they benefit from a wild variety of flavors, including limited editions and seasonal flavors.
Image Source: wahutimes.com