Starbucks is bringing its brand of Evolution Fresh juices to Whole Foods grocery stores according to USA Today.
"Evolution Fresh gets the endorsement of a taste-maker for health-conscious consumers," David Vinjamuri, president of consulting firm ThirdWay Brand Trainers told USA Today. "Whole Foods is, perhaps, the only mainstream retailer that can pass along the high price points of the Evolution Fresh line."
Starbucks recently bought the brand of juices in hopes of establishing a line of its own products, and will join forces with Whole Foods to become a high-profile brand other than just a coffee shop chain USA Today reported.
Whole Foods will also sell Evolution Harvest items including snack bars, fruit bars, and trail mixes USA Today reported.
A juice bottles will cost $2.99 to $6.99 for a 15.2 ounce bottle of juice USA Today reported. The brand will carry 14 different flavors including organic ruby roots vegetable juice and organic sweet burn hydration juice.
"We're trying to make the category more accessible," Errol Schweizer, Whole Foods executive global grocery coordinator at Whole Foods said.
According to USA Today, Evolution Fresh juices are bottled with ultra-high-pressure technology to help retain vitamins in its fruits and vegetables rather than warmed as is the case with the brand's competitors USA Today reported. Evolution vegetable juice is made with over two pounds of produce.
Schweizer told USA Today carrying a Starbucks-owned product at Whole Foods is normal because each company has a good relationship with eachother.
"(We) have a shared culture in terms of values, transparency and openness to change," he said.
Whole Foods is currently not involved with carrying Starbucks coffee USA Today reported.
"We are not actively engaged with Whole Foods around coffee," senior vice president and general manager at Evolution Fresh brand said.
Schweizer said the lack of Starbucks coffee in Whole Foods stores will not limit any Evolution Fresh brand products from being made.
"(We) will keep putting out more great products. I see a lot more products together," Schweizer told USA Today.
