When Starbucks Shipped 100 Million K-Cup Packs

At the end of 2011, two months after the launch, Starbucks Coffee Company says it shipped more than 100 million K-Cup packs and achieved a weighted All Commodity Volume (ACV) distribution across all channels of approximately 71 percent.

“Thus far, we’ve reached 11 percent dollar share in the premium single cup segment with Starbucks Coffee K-Cup Packs,” said Jeff Hansberry, president, Channel Development for Starbucks.

“Our focus with the initial launch has been on Keurig Single Cup Brewer owners. Our next big opportunity will be to attract new customers to the category. We are confident the combination of the Starbucks Experience with the quality and value of Starbucks Coffee K-Cup Packs will ultimately make this a billion-dollar business over time.”

[ Also Read: China’s Jiepang to Celebrate Christmas with Starbucks ]

Recently, Starbucks celebrated the opening of its 500th store in China. Belinda Wong, president, Starbucks China, joined Starbucks partners (employees) and customers in Beijing, for this occasion. (Read: Starbucks Opens 500th Store in Mainland China)

The growth of the premium single cup coffee segment has been explosive over the last several years, up 138 percent year over year for the 52 weeks ended Jan. 1, 2012. Starbucks VIA Ready Brew contributed to this growth with system-wide sales of $250 million in 2011, says the company.

[ Also Read: Why Mini Pies are Stealing the Spotlight ]

On Jan. 10, 2012, Starbucks officially launched Starbucks Blonde Roast coffees Starbucks Willow Blend and Starbucks Veranda Blend, the latter of which is available in Starbucks Coffee K-Cup Packs, further fueling growth of this market segment for Starbucks.

Starbucks Coffee K-Cup Packs for use in Keurig Single Cup Brewers are available at food, drug, mass, club and specialty retailers throughout the U.S., as well as online at www.starbucksstore.com. Starbucks Coffee K-Cup Packs will be available in Starbucks retail stores nationwide beginning this fall. The announcement was made today, Jan. 27.

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