US coffee chain Starbucks has acquired Evolution Fresh in a $30 million deal.
Starbucks has come under fire from experts in the past who have accused the popular coffee chain of contributing to the obesity epidemic in the US.
As a result, the company is looking to tap into the health and wellness market, which is a $50 billion industry.
In doing this, Starbucks will follow in the footsteps of other large organisations like McDonald’s and Pepsico who have added healthier options to their product portfolios in recent years.
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Starbucks will open a new line of stores focusing on selling nutritious food and juices.
The coffee franchise is hoping to “reinvent” the “super premium segment”, which it estimates is a $1.6 billion market in the US.
The company has announced that it will initially sell 450ml bottles of juice between $3.75 and $4.75.
This may seem a little costly for a bottle of juice in the midst of an economic downturn but Starbucks has reassured consumers that it the products are of the best quality.
The chain claims that Evolution Fresh peel, press and squeezes its own raw fruits and vegetables and uses a special high-pressure pasteurization process that preserves the freshness of the juice by removing pathogens without heating the drink.
