Starbucks enters the energy drinks market with canned BAYA Energy

Starbucks, in partnership with PepsiCo, has expanded its range of ready-to-drink (RTD) beverages into the canned energy drink category, with the introduction of Starbucks BAYA Energy, bolstered by the 9.2% increase in energy drink sales in 2020, up 37.4% since 2015.

The drink is available in three fruit flavours: Mango Guava, Raspberry Lime, and Pineapple Passionfruit, each containing 160mg of caffeine, naturally sourced from coffee fruit. With only 90 calories and antioxidant vitamin C, the North American Coffee Partnership’s (PepsiCo and Starbucks) latest RTD beverage can be purchased in shops across US and will soon be available in US Starbucks.

Chandu Beppu, vice president of Channel Development Americas, at Starbucks, said: “Over the years, we’ve continued to identify new and exciting ways to expand our ready-to-drink portfolio and saw an opportunity to complement our existing coffee beverage lineup with Starbucks BAYA Energy, the brand’s first beverage to launch in the energy category.”

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