Starbucks Expands Presence in Japan through Consumer Packaged Goods
Starbucks VIA Coffee Essence and Starbucks ORIGAMI Personal Drip Coffee among first coffee-at-home products available in grocery and convenience stores this autumn.
12 Jul 2010 --- Starbucks Corporation and Ajinomoto General Foods Inc. announced the upcoming launch of a portfolio of new coffee products this autumn into grocery and convenience stores in Japan. This is the first time Starbucks coffee products will be available outside Starbucks retail stores in Japan. Starbucks will launch Starbucks ORIGAMI Personal Drip coffee, a convenient, single-use pour-over brewing system that allows customers to freshly brew a cup of Starbucks coffee wherever they are. Starbucks VIA Coffee Essence will also be available in grocery and convenience stores.
Starbucks ORIGAMI Personal Drip coffee is the first Starbucks single-use drip coffee product offered in the world. Invoking the artistry and hand-crafted nature of Japan’s ancient art of origami, this innovative product allows customers to brew a single cup of Starbucks coffee at home that does not require any special equipment. Simply put the Starbucks ORIGAMI Personal Drip single-use brewer over a mug, pour in hot water, and the coffee is brewed into the mug. Starbucks ORIGAMI Personal Drip coffee is available in three blends; Starbucks House Blend, Breakfast Blend and Espresso Roast, and will be in stores in the Kanto area.
Starbucks VIA Coffee Essence is Starbucks first premium soluble coffee stick product in Japan, where more than 60 percent of total coffee sold is soluble. Launched in Starbucks coffeehouses in Japan in April 2010, Starbucks VIA Coffee Essence has become a popular and convenient product for coffee drinkers looking to enjoy Starbucks quality coffee anytime and anywhere. It is available in Colombia and Italian Roast, in grocery and convenience stores in the Kanto area.
The two companies announced the business agreement for at-home coffee products in Japan last May. These are the first products launching as part of this collaboration. In addition to Starbucks VIA Coffee Essence and Starbucks ORIGAMI Personal Drip coffee, roasted and ground packaged coffee will also be available in Starbucks House Blend, Breakfast Blend and Espresso Roast this autumn in grocery and convenience stores.
