Starbucks’ Latest Health Kick: Will Non-Fans Drink the Kool-Aid?

By the Editors

If you walked down the street with a bottle of green juice five years ago, passersby may have thought you were ingesting slime. Now green is the new orange, and “wheatgrass” is a household name. So Starbucks’ move into the $50 billion health food sector should come as no surprise. Its first juice bar chain, Evolution Fresh hops on the bandwagon and into a competitive marketplace. Will their patrons make the switch? Or are they hoping to expose their brand to a whole new crowd?


  • 84% of patrons are willing to branch out from their double tall soy latte and try “field of greens,” a drink that will be featured at their new juicebar.
  • More than half have faith in Starbucks’ entry into this new market.


  • 38% would be interested in trying out the juice bar even though they are not patrons of the Green Mermaid.
  • 35% believe that the coffeehouse’s success can translate to the juice market.

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