SEATTLE — Starbucks Coffee Co. has announced the acquisition of the Calif.-based premium juice company Evolution Fresh Inc.
“This is the first of many things we’re going to do around health and wellness,” Howard Schultz, Starbucks CEO and president, told analysts, while speaking about the US$30-million acquisition. “We’re not only acquiring a juice company, but we’re using this acquisition to build a broad-based, multi-million-dollar health-and-wellness business over time.”The company plans to launch a new chain of juice bars that will re-invent the juice category. According to Schultz, this is the next step in the company’s goal of transforming the chain into a global, multi-channel brand.
Earlier this year, Starbucks removed the word coffee from its logo so it could move into new categories.
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