Created in partnership with Kraft, the line lives up to Starbucks' standards, according to Michele Waits, director of packaged coffee at
Starbucks. That means it's more "coffee forward" than flavored coffees produced by competitors such as Dunkin' Donuts, Millstone and Godiva. Waits says 75% of consumers tested say they intend to buy
the product. They tend to skew female, particularly women aged 45-plus.
Morningstar analyst R.J Hottovy believes Starbucks could move the Natural Fusions line into its own stores if it does well on the grocery shelves. "It could develop into a nice revenue stream for the company," he tells Zmuda.
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