Starbucks, the coffee shop renowned for its seemingly limitless coffee varieties, is opening a new chain of juice bars in response to the growing health trend towards unprocessed and whole foods. In late 2011, the coffee giant also brought out Evolution Fresh, a juice company. Health foods now represent a $50 billion industry, and Starbucks has been very public about their intent to expand into the market and establish themselves as a major player.
Getting down and raw
The juice bars will offer fruit and vegetable options which can be mixed according to consumer preference, or in tried and true menu options like "Spiced Carrot" - carrot, blueberries, and cinnamon - to produce natural fruit juices that are high in dietary fiber, vitamins A, C, and E, and antioxidants.
Thicker smoothies can be supplemented with protein ingredients such as juiced wheat grass and nut butter, to help provide customers with a more nutritionally balanced meal. Healthy foods and snack options, including a wide menu to support vegetarian and vegan lifestyles will be available. The juices are all raw, having been pasteurized using a new method that doesn't rely on heat, to preserve the maximum possible nutritional content while still providing a degree of protection against pathogens.
The evolution of health trends
The juice bars were projected to open in mid 2012, but the first has already opened, months ahead of schedule, in Washington. Starbucks calls the expansion a lucrative investment by citing the easy financial returns and success of even small independently run juice bars. They think the market demand is high enough to warrant its own set of chains, not just an extra few fruit options on the menu at their coffee shops.
While they recognize that the market is smaller than that for coffee, Starbucks points to consumer spending trends that shows the increasing concern with health, including the raw juicing movement, as more than just a passing fad. The amount of money being spent on soda has been on the decline over the last several years. Despite this being a more risky investment than those to which Starbucks shareholders are accustomed, dollar market shares of the company are steadily rising, showing wide support for this move.
Over the past few years, the fresh fruit smoothie industry has bloomed into a billion dollar industry. Customer demand can be seen in the number of people purchasing bottled mixed vegetable and fruit drinks, seeking dietary reparation or preventative health measures against a wide array of illnesses. Growing numbers of people are turning to juicing for detox solutions. There is more than enough demand to support a major industry.
Learn more: Natural News
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