With Danone, Starbucks mira supermarkets

Soon, in a Starbucks near you: Greek yogurt. In partnership with Danone, the world's largest operator of cafeterias will start selling dairy products in their stores from 2014 and in supermarkets in 2015. The plan helps address two concerns of Howard Schultz, CEO of Starbucks: offer healthier products and help your company to colonize the supermarkets.
"Starbucks is venturing to become a House of brands", similar to Procter Gamble and Unilever &, said Bill Chidley, Senior Vice President at Interbrand Design Forum, of Dayton, Ohio. The initiative, believes, is risky.
"When you get to diversify your portfolio, investors simply have difficulty to characterize what you are," says Chidley. "It's a House on or about [a place] try drinks?"
Starbucks has been getting steadily in supermarkets since 1995, when it started selling ice cream flavors such as java chip frapuccino and caramel macchiato. Since then, coffee tea brand, packed Tazo and the sachets snapshots Via. After he won the Kraft exclusive control of the operations of Starbucks in grocery stores in 2011, Schultz has accelerated the launch of new items, with the capsules for espresso coffee Keurig K-Cup, the juices Evolution Fresh and energy drinks Refreshers.
France's Danone will produce the yogurt to the Starbucks under the brand name "Evolution Fresh, Inspired by Dannon". The financial terms of the Alliance were not disclosed. Starbucks bought the company Evolution juice Fresh in 2011, for $ 30 million in cash, before purchasing the Teavana Holdings, whose products also intends to sell in supermarkets.
The Starbucks business in supermarkets are expanding more than sales in its coffee shops. In the fiscal year ended in September, revenues from the sale of items in grocery stores and other retailers rose 50% to $ 1.29 billion, according to documents sent to the Securities and Exchange Commission (SEC, the u.s. Securities and Exchange Commission). The total revenue of the company in the same 12 months rose 14% to $ 13.3 billion.
Starbucks will begin selling Greek yogurt with fruit in their own stores in the United States from 2014. The network of cafes selling yogurt study internationally and can create other products with Danone, according to Jim Olson, spokesman for Starbucks. "This really is the next big strategic step in our evolution of wellbeing and health," he said.
Yogurt sales are up-even more the Greek version. In the us, sales of Greek yogurt increased 48% to $ 2.65 billion in the 52 weeks ended on June 8, according to data from Nielsen. Total sales rose 6.1% yoghurt, for $ 6.3 billion in the same period.
The Chobani; the Yoplait, General Mills; and the Fage Dairy also sell Greek yogurt. "Certainly [segment] is overcrowded," said Chidley, of Interbrand. "A new entrant will have to show something attractive".