TORONTO — Starbucks is celebrating the successful launch of its Blonde Roast coffee in Canada with a re-naming and packaging re-design of the product based on consumer submissions.
This comes nearly a year after the coffee hit shelves. “Starbucks Blonde Roast has been very successful largely because it’s our first ‘lighter roasted’ coffee, with a mellow but distinct taste that’s specially crafted to complement milk, sugar and flavours,” said Annie Young-Scrivner, president, Starbucks Canada.
Beginning today, and through Feb. 10, consumers can visit starbucks.ca/Blonde to submit their “uniquely Canadian” name for Starbucks Blonde Veranda Blend.
Canadian Race Car Driver and 2003 Champ Car World Series Champion, Paul Tracy, has already offered a name choice. “I’sve chosen the name Canadian Formula because Starbucks Blonde Roast is the Canadian Formula, as it meets the taste preferences of Canadian coffee drinkers. But I also wanted to make sure that my name submission reflected my personal accomplishments being the youngest ever Canadian Formula Ford Champion,” he said.
Starbucks Canada will shortlist three finalists before a public vote (between February 18 and 25) determines the winning name. The contest winner will earn a trip for two to meet a friend for coffee at a Starbucks store in Canada, a $500 Starbucks card and $400 spending money.