Starbucks launches packaged Teavana in grocery stores

By Rachel Arthur

- Last updated on GMT

Starbucks launches packaged Teavana in grocery stores
Starbucks is introducing Teavana tea sachets in US grocery stores, expanding availability of the brand as Starbucks aims to increase its overall tea business to $3bn over the next five years.

Starbucks sells Teavana products at its cafes, but decided to close all 379 Teavana specialty stores​ a year ago.

The sale of premium tea sachets in grocery stores will give Starbucks another avenue for sales: ‘allowing consumers to bring the vibrant flavor experience of their favorite Teavana blends home’.

The six Teavana flavors available in grocery stores are Youthberry, Peach Tranquility, Citrus Lavender, Jade Citrus Mint, Imperial Spiced Chain and Earl Grey Crème.

John Culver, group president, International, Channel Development, and Global Coffee & Tea, said: “The launch of Teavana packaged tea in grocery is just the beginning of the journey to bring consumers some of their Teavana favorites in a new, accessible format where they purchase their groceries.

“Since our acquisition of Teavana five years ago, we have continued to innovate within the tea category and build distribution outside of Starbucks stores.

“We remain committed to executing our plan to increase our tea business to $3bn over the next five years through Starbucks global retail, packaged tea, and ready-to-drink premium Teavana Craft Iced Teas.”

Teavana and Refreshment at US company-operated Starbucks stores grew 14%, fiscal 2018 year-to-date.

Starbucks already distributes RTD Teavana in US retail through a distribution partnership with AB InBev.

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