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Starbucks back as superpremium.

Following the transition of licensing rights from Nestle/Dreyer's Unilever, the Starbucks ice cream brand is back as a superpremium line. As a Dreyer's partner brand, Starbucks had been a premium brand. "We want consumers to enjoy the Starbucks Experience on their terms--in our stores, on the go or at home, through a variety of food and beverage offerings," said John Culver, president, Starbucks Global Consumer Products, Starbucks Foodservice and Seattle's Best Coffee.

"We're pleased to introduce the new Starbucks ice cream line in collaboration with a partner that shares our passion for innovation and our core values." John LeBoutiller, Unilever SVP of Foods USA, noted, "We are proud to add Starbucks ice cream to our portfolio of popular ice cream brands.

This product takes one of life's most enduring pleasures--eating ice cream--and marries it with one of consumers' favorite brands to create an unparalleled experience."

The new version was created by food developers from both Starbucks and Unilever's several ice cream brands, including Ben & Jerry's, Breyers, and Good Humor. It uses Starbucks beverage flavors that were selected for the line based on their popularity among consumers and their ability to complement the richness of super-premium ice cream. The line's packaging design mirrors that of the iconic Starbucks cup, which is served at more than 11,500 Starbucks stores across the U.S.

Unilever is also utilizing its specialized sales force, retailer relationships and deep marketing expertise to support distribution. The launch will be promoted through an integrated marketing campaign that includes Starbucks customer loyalty communications; sampling, point-of-purchase signage and Starbucks kiosks at grocery channels; a comprehensive public relations program with online and offline components; and additional digital engagement via

Flavors available by the pint at grocers, convenience stores and other mass retailers include Caramel Macchiato, swirled coffee and vanilla ice creams with ribbons of golden caramel; Mocha Frappuccino, swirled coffee and chocolate ice creams; Java Chip Frappuccino, coffee ice cream with dark chocolate chunks; and Coffee, swirled coffee and espresso ice creams.

Novelty bar flavors offered at convenience stores include Mocha, swirled coffee and chocolate ice creams dipped in milk chocolate and Coffee, coffee ice cream dipped in milk chocolate. In addition, Java Chip Frappuccino ice cream is available at grocers and other mass retailers in a single-serve cup. Suggested retail pricing for the various versions include $3.99 for pints, $2.49 for the novelty bars, and $1.29 for the 3.6 fl. oz. single-serve cup.
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Publication:Ice Cream Reporter
Date:Apr 20, 2009
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