"We know we can grow the brand around the world," says global CMO Annie Young-Scrivner; it is looking to
figure out the best categories into which it can extend the Frappuccino name.
The beverage, which accounts for an estimated 15% to 20% of sales at Starbucks stores, is also facing new competition from McDonald's Smoothies line this summer, Horovitz points out. Among the new options will be one with non-fat milk and sugar-free toppings. Brand consultant Steven Addis says customization gives consumers "ownership" of the product. But, he warns, "If I ever see Frappuccino cereal balls sitting in a bowl of milk, I'll know they've gone too far."
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