Evolution Fresh, acquired by Starbucks in 2011 as part of plans to anchor a presence in the fresh juice market, is being sold to Bolthouse Farms as the café chain seeks to focus on its core coffee business
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Evolution Fresh was acquired by Starbucks in 2011 for a reported $30m, and is now being sold to Bolthouse Farms | Photo credit: Starbucks
Starbucks has agreed to sell its Evolution Fresh premium juice brand to Bolthouse Farms, a move which the Seattle-based coffee chain says will allow it to focus on growing its core retail coffee business alongside partner and customer experience.
Evolution Fresh, which produces organic, cold-pressed premium juice products, was acquired by Starbucks in 2011 for a reported $30m and opened a standalone store for the brand in Bellevue, Washington, in 2013.
At the time, the concept juice store was considered a blueprint for the construction of further stores nationwide, but the expansion was short lived and only two outlets were taken forward.
“We feel there is a great runway and opportunity to take Evolution Fresh to the next level, and Bolthouse Farms’ considerable experience and success in the premium beverage category will allow the brand to continue growing. Bolthouse Farms shares the same values and commitment to putting people first in everything they do, which affirms for us that we have found the right opportunity for Evolution Fresh,” said Hans Melotte, Starbucks Executive Vice President Global Channel Development.
Refrigerated beverage brand Bolthouse Farms will use the Evolution Fresh brand to ‘accelerate its growth trajectory’, with the distributor stating that Starbucks stores in the US will continue to sell Evolution Fresh products.
“By bringing Evolution Fresh into our portfolio, we will extend our spirit of ingenuity and innovation, sharing resources and passion for high-quality, nutrient-dense juices to pioneer solutions for today’s food system,” said Jeff Dunn, chairman and chief executive officer of Bolthouse Farms.