Rumors of their plans were true. Starbucks announced the acquisition of Evolution Fresh, a company with products sold primarily on the West Coast, for $30 million in cash. With the purchase, the coffee giant plans to reinvent the juice business by launching an entirely new brand and concept in 2012.
The company describes the new chain as "a new health and wellness retail concept which will further redefine the super-premium juice category and experience for consumers unlike any prior existing juice retail." What does that mean? Exotic and expensive juice bars. It does also mean that the coffee giant will keep its flagship stores separate from these new juice bars. The rumor had been that they would infiltrate existing Starbucks stores.
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