Starbucks Coffee K-Cup Packs Recognized as Most Successful CPG Beverage Product of 2012

SEATTLE, April 23, 2013 - Starbucks Coffee Company (NASDAQ:SBUX) reports that Information Resources, Inc. (IRI), a leading market research company focused on the consumer packaged goods (CPG) and retail industries, has named Starbucks® coffee K-Cup® packs one of the top 10 food and beverage launches of 2012.

As further demonstration of strong customer demand and adoption of Starbucks® coffee K-Cup® packs, more than 850 million Starbucks® coffee K-Cup® packs have been shipped to food, drug, mass, club, and specialty retailers, as well as to Starbucks® retail stores and ecommerce since launching in November 2011.

According to IRI, nearly 1,900 new CPG products hit the shelves in 2011 and 2012. The Starbucks® coffee K-Cup® pack launch was among a small percentage of new CPG products that met the stringent, industry-recognized benchmarks of exceptional first-year sales success required to achieve the 2012 IRI "New Product Pacesetter™" status.

"Starbucks entry into the Keurig® brewing system with its own K-Cup® packs was greeted with much excitement by customers across the country," said Larry Levin, executive vice president, Client Insights, IRI. "Customers' collective support of the product is a testament to the strength of the overall experience enjoyed by Starbucks customers at home and in Starbucks® retail stores. In addition to Starbucks® K-Cup® packs being the largest K-Cup® pack launch in Pacesetter history, the company's innovation with its Starbucks® Blonde Roast coffee, which is also available in K-Cup® packs, was cited as a Rising Star for 2013, a leading indicator of future pacesetter status."

"We are pleased that our entry into the single cup marketplace as a premium coffee choice for customers has been so well-received," said Jeff Hansberry, president, Channel Development for Starbucks. "We are constantly seeking new and better ways to deliver great tasting, high-quality coffee to customers when they want it, where they want it, and how they want it."

The overall premium single cup (PSC) category now accounts for over 25 percent of total coffee sales in grocery. In March 2013, with expanded availability and distribution, sales of Starbucks® coffee K-Cup® packs increased more than 75 percent versus prior year sales. Starbucks coffee K-Cup® packs also held the second biggest share in the PSC category in food, drug, and mass retailers.*

"We are continuing to innovate in the premium single cup space," added Hansberry. "What is unique about Starbucks® coffee K-Cup® packs is that our selection includes some of our top-selling coffees, including Breakfast Blend, French Roast, House Blend, Pike Place® Roast, and Sumatra. This fall, we will look forward to extending our Starbucks® coffee K-Cup® pack portfolio to also include flavored coffee inspired by the flavors in our cafes."

Starbucks® coffee K-Cup® packs for use in Keurig® Single Cup Brewers are available at food, drug, mass, club and specialty retailers and participating Starbucks® retail stores throughout the U.S., as well as online at and

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest-quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at

Pike Place is a registered trademark of the Pike Place Market PDA, used under license.

Keurig® and K-Cup® are trademarks of Keurig, Incorporated, used with permission. K-Cup® packs are for use in Keurig® K-Cup® Brewing Systems.

*Source: IRI, Food/Drug/Mass (including Wal-Mart), March 2013 (2/28/2012-3/31/2013)

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