Starbucks® Coffee K-Cup® Packs Recognized as Most Successful CPG Beverage Product of 2012

  Starbucks® Coffee K-Cup® Packs Recognized as Most Successful CPG Beverage
  Product of 2012

IRI names Starbucks® K-Cup® packs one of the top 10 “New Product Pacesetters™”
    for food and beverage, reflecting strong customer demand and adoption

Business Wire

SEATTLE -- April 23, 2013

Starbucks Coffee Company (NASDAQ:SBUX) reports that Information Resources,
Inc. (IRI), a leading market research company focused on the consumer packaged
goods (CPG) and retail industries, has named Starbucks® coffee K-Cup® packs
one of the top 10 food and beverage launches of 2012.

Starbucks(R) Coffee K-Cup(R) Packs Recognized as Most Successful CPG Beverage
Product of 2012 (Photo ...

Starbucks(R) Coffee K-Cup(R) Packs Recognized as Most Successful CPG Beverage
Product of 2012 (Photo: Business Wire)

As further demonstration of strong customer demand and adoption of Starbucks®
coffee K-Cup® packs, more than 850 million Starbucks® coffee K-Cup® packs have
been shipped to food, drug, mass, club, and specialty retailers, as well as to
Starbucks® retail stores and ecommerce since launching in November 2011.

According to IRI, nearly 1,900 new CPG products hit the shelves in 2011 and
2012. The Starbucks® coffee K-Cup® pack launch was among a small percentage of
new CPG products that met the stringent, industry-recognized benchmarks of
exceptional first-year sales success required to achieve the 2012 IRI “New
Product Pacesetter™” status.

“Starbucks entry into the Keurig® brewing system with its own K-Cup® packs was
greeted with much excitement by customers across the country,” said Larry
Levin, executive vice president, Client Insights, IRI. “Customers’ collective
support of the product is a testament to the strength of the overall
experience enjoyed by Starbucks customers at home and in Starbucks® retail
stores. In addition to Starbucks® K-Cup® packs being the largest K-Cup® pack
launch in Pacesetter history, the company’s innovation with its Starbucks®
Blonde Roast coffee, which is also available in K-Cup® packs, was cited as a
Rising Star for 2013, a leading indicator of future pacesetter status.”

“We are pleased that our entry into the single cup marketplace as a premium
coffee choice for customers has been so well-received,” said Jeff Hansberry,
president, Channel Development for Starbucks. “We are constantly seeking new
and better ways to deliver great tasting, high-quality coffee to customers
when they want it, where they want it, and how they want it.”

The overall premium single cup (PSC) category now accounts for over 25 percent
of total coffee sales in grocery. In March 2013, with expanded availability
and distribution, sales of Starbucks® coffee K-Cup® packs increased more than
75 percent versus prior year sales. Starbucks coffee K-Cup® packs also held
the second biggest share in the PSC category in food, drug, and mass

“We are continuing to innovate in the premium single cup space,” added
Hansberry. “What is unique about Starbucks® coffee K-Cup® packs is that our
selection includes some of our top-selling coffees, including Breakfast Blend,
French Roast, House Blend, Pike Place® Roast, and Sumatra. This fall, we will
look forward to extending our Starbucks® coffee K-Cup® pack portfolio to also
include flavored coffee inspired by the flavors in our cafes.”

IRI 2012 New Product Pacesetters: Top 10 Food and Beverage Brands ($ Millions)
(Total Year-One Dollar Sales, Multi-Outlet)
Dannon Oikos                                         $283.8
Starbucks® K-Cup® Packs                              $198.9
Bud Light Platinum                                   $162.2
TruMoo                                               $158.3
Breyers Blasts!                                      $147.3
MiO                                                  $127.6
Sparkling ICE                                        $122.7
Nature Valley Protein Bars                           $95.7
Orville Redenbacher’s Pop Up Bowl                    $92.1
Daily’s Frozen Pouches                               $89.2

Starbucks® coffee K-Cup® packs for use in Keurig® Single Cup Brewers are
available at food, drug, mass, club and specialty retailers and participating
Starbucks® retail stores throughout the U.S., as well as online at and

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing
and roasting the highest-quality arabica coffee in the world. Today, with
stores around the globe, the company is the premier roaster and retailer of
specialty coffee in the world. Through our unwavering commitment to excellence
and our guiding principles, we bring the unique Starbucks Experience to life
for every customer through every cup. To share in the experience, please visit
us in our stores or online at

Pike Place is a registered trademark of the Pike Place Market PDA, used under

Keurig® and K-Cup® are trademarks of Keurig, Incorporated, used with
permission. K-Cup® packs are for use in Keurig® K-Cup® Brewing Systems.

*Source: IRI, Food/Drug/Mass (including Wal-Mart), March 2013

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Starbucks Coffee Company
Alisa Martinez, 206-318-7100
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