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Starbucks Pushes Further Into Grocery With Seattle’s Best

Starbucks Corp.’s Seattle’s Best brand is adding new packaged coffee varieties with revamped bag designs as it focuses on boosting sales at grocery stores.

The company is “investing heavily” in the supermarket and retail store side of the business, Jennifer Dimaris, vice president of brand management at Seattle’s Best, said in a telephone interview. Seattle’s Best this year will sell house and breakfast blends of packaged coffees, replacing its levels one and two varieties, after the lighter roasts and number ranking system didn’t resonate with all customers.