Starbucks expands plant-based range in Asia Pacific

08 Sep 2020

08 Sep 2020 --- Starbucks is targeting eco-conscious consumers by rolling out more plant-based offerings in selected stores across Asia from this month. The plant-based range includes products from meat substitute giants Impossible Foods and Beyond Meat as well as Swedish vegan brand Oatly. The move is part of the coffee giants’ plant-based focus which continues to expand in global markets.

The coffee behemoth said it was introducing products in markets including Hong Kong, Singapore, New Zealand, Taiwan and Thailand that suit local tastes and preferences.

The Impossible Wrap – comprising an Impossible Burger patty, avocado omelet, mushroom, caramelized onion and cheese – is coming to Singapore, while the Spiced Impossible Puff and Maize Impossible Sandwich will be on offer in some Hong Kong stores and Beyond Meat Bolognese Penne will be sold in Taiwan.

In Singapore, Starbucks has also introduced the Impossible Rendang Pie, a locally inspired twist on a Starbucks classic, featuring a filling of ground Impossible Burger from Impossible Foods.

In terms of beverages, the Oat Milk Cocoa Macchiato from Oatly will be available in Malaysia and the Philippines.

Non-dairy beverages
The Starbucks US menu features a range of non-dairy drinks ranging from the recently added Star Drink, Cold Brew with Cinnamon Almondmilk Foam, as well as the Coconut Milk Cascara Latte to the Iced Pineapple Matcha Drink.

Starbucks began offering non-dairy milk to customers in the US back in 1997 when it added soy milk to menus. As non-dairy beverages grew in popularity, Starbucks added coconut milk in 2015, almond milk in 2016 and continues to expand oat milk regionally in 2020.

Meanwhile, consumers in Canada can enjoy a variety of non-dairy beverages and an expanded breakfast menu with the addition of the Beyond Meat, Cheddar and Egg Breakfast Sandwich.

In EMEA, Starbucks introduced soy to menus in the UK about 15 years ago and customers across EMEA can now order milk alternatives made from coconut, almond and oat. A vegan version of the Pumpkin Spiced Latte has also been available in most markets across EMEA for several years, while recent vegan food items have included Vegan Beetroot Wrap and the Vegan Chocolate & Raspberry Loaf cake.

In Latin America, Starbucks has begun rolling out non-dairy milks.

“Starbucks aspiration is to become resource positive. This aspiration, coupled with the insight that our customers are looking for more plant-based choices, has inspired the development of plant-based beverages and food,” says Michael Kobori, Chief Sustainability Officer at Starbucks. “Our customers continue to look for new ways to enjoy plant-based options at Starbucks and customize their Starbucks moment and we are delighted to introduce these new menu items to our customers over the coming years,” he adds.

The pervasiveness of plant-based continues to rise
Starbucks continued its strategic plant-based focus in April when it first introduced plant-based ingredients and products to its Chinese customers. This was when Starbucks initially joined forces with plant-based innovators in China, Beyond Meat and Oatly. To date, almost all stores across the market offer the new plant-based food and beverage menu, as well as new merchandise made from recycled content.

The pervasiveness of plant-based continues to rise as global consumers look for food and beverage products with environmental credentials. Plant-based appeals because products are healthier for people and the planet. Plant-based products tend to be very positively perceived by today’s consumers who are more informed than ever about their food and where it comes from.

Demands for tastier plant-based choices in a range of popular items are accelerating, providing further opportunities for nutritional bars, yogurts, and waters, juices and smoothies, as well as a vast array of meat alternatives.

Specifically, consumers are expanding their consumption of plant protein, an area in which there has been constant innovation in recent years.

Innova Market Insights pegs the “The Plant-Based Revolution” as the second most significant trend of this year, fueled by the growing consumer awareness of the impact of meat consumption on personal and planetary health.

Over the last few months, heightened by health concerns amid the COVID-19 pandemic, plant-based diets and products have been pushed to the fore. Several key players have reported a spike in interest for their products and the connection between a plant-based and a healthy lifestyle has been underscored.

By Gaynor Selby