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By Lindsay Gordon
SEATTLE -- Starbucks announced a major overhaul of its food menu. In addition to adding a flurry of new products, the coffee giant is cutting all artificial flavors, dyes, high-fructose corn syrup and artificial preservatives wherever possible.
"Starbucks customers have been telling us that they want better-tasting and healthier food options when they visit our stores. We answered their call with a delicious new menu of food made with real ingredients and more wholesome options," said Sandra Stark, vice president, food category, Starbucks Coffee Co., in a statement. "Whether they are looking for their morning breakfast, nutritious lunch or afternoon treat, we are confident our customers will taste the difference."
The menu makeover comes as McDonald’s moves ahead with the launch of its higher end McCafe product. The burger chain has vowed to support the new product, which is aimed squarely at Starbucks, with a reported $100 million marketing budget.
Starbucks, which has seen its sales suffering, views the new menu as a way to send a more consistent message its customers about its commitment to health and wellness.
In the past year, Starbucks’ healthy food introductions have proved successful, with their Perfect Oatmeal rising to the chain’s top-selling food item within a few weeks. Some of the new items on the menu will include a Blueberry Oat Bar filled with two types of organic blueberries, Banana Walnut Bread which contains nearly 30 percent real banana and a Strawberry Banana Vivanno Smoothie which adds a strawberry flavor its line of Vivanno smoothies. The new Farmer’s Market Salad tops romaine lettuce with blue cheese, almonds, dried cranberries, apples, and all-natural balsamic dressing for 300 calories.
Newspaper ads, via BBDO, New York, broke today in The New York Times, The Wall Street Journal, and USA Today to support the newest products.
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