Starbucks enters into energy drink segment; launches BAYA Energy

Starbucks is entering the energy category for the first time with the introduction of Starbucks BAYATM Energy, a ready-to-drink (RTD) beverage.

The beverage is crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support to give consumers a boost of feel-good energy.

The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products.

“We’re thrilled to introduce Starbucks BAYA Energy to our customers, providing them with a refreshing, fruit-flavored boost of feel-good energy, in a way only Starbucks can deliver,” said Chanda Beppu, VP- Channel Development Americas at Starbucks by adding that over the years they have continued to identify new and exciting ways to expand their ready-to-drink portfolio.

Starbucks BAYA Energy is available in three delicious fruit flavors – Mango Guava, Raspberry Lime and Pineapple Passionfruit – and contains 90 calories and 160 mg of caffeine per 12 oz. can.

Consumers can now find Starbucks BAYA Energy nationwide in grocery stores, national retailers, convenience stores and gas stations as well as online where groceries are sold for a suggested retail price of $2.89.

Beginning March 1, customers can also find Starbucks BAYA Energy at Starbucks stores in the U.S.

According to Mintel, energy drinks are on the rise as a great tasting, convenient and quick source of energy, and the consumer need for energy has only increased during the pandemic. With total energy drink sales up 9.2% in 2020, an increase of 37.4% from 2015, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry, largely due to consumer desire for functional ingredients.

“Starbucks has been a leader in the ready-to-drink coffee category since 1994 and we continue to focus on beverage innovation with the highest quality coffee and ingredients,” added Beppu.