April 26, 2010 Community

Survey from Starbucks Helps to Introduce New Coffee-Free* Ice Cream Flavors

SEATTLE, April 27, 2010 - Starbucks Coffee (Nasdaq: SBUX) is celebrating the introduction of three new Starbucks® ice cream coffee-free* flavors, inspired by popular beverages from its coffeehouses, with a national study uncovering what Americans' ice cream flavor preferences say about their personalities. Starbucks versions of classic vanilla, chocolate and strawberry flavors – Vanilla Bean Frappuccino®, Signature Hot Chocolate®and Strawberries & Crème Frappuccino® ice creams – help to extend consumers' Starbucks Experience outside its retail stores.

Starbucks® ice cream commissioned StrategyOne and Food-ology researcher and behaviorial food expert, Juliet A. Boghossian, to author the "What Flavor Are You?" survey,** helping to uncover surprising findings about Americans' ice cream preferences and what their favorite flavor says about them.

"The seemingly simple preference for vanilla, chocolate or strawberry ice cream says a lot more about us than you might think," Boghossian of Food-ology said. "Uncovering facets of our personality can inspire us to evolve and re-define the way we see ourselves and our behavior within our most important relationships."

Key Findings

  • Not so "vanilla" after all – Vanilla lovers are more likely than those who prefer chocolate or strawberry to call themselves risk takers while strawberry and chocolate lovers are the most likely to say they're shy1
  • Real men eat strawberry – Men are more likely than women to prefer strawberry ice cream2
  • Classics trump trendy – 77 percent of Americans agree, "Amidst all the trendy flavors, I always come back to the classics"
  • Home sweet home – 56 percent of Americans say their ideal ice cream experience is eating ice cream while on their couch
  • Reading or rapping – Strawberry lovers are most likely to be free-spirited hip-hop fans while those in camp chocolate prefer to kick back with a good book3
  • Coffeehouse regulars – Chocolate and vanilla are more likely to visit a coffeehouse (such as Starbucks) on a regular basis4
  • Coffeehouse connections – When visiting a coffeehouse, chocolate and strawberry fans like meeting up with friends whereas their Vanilla ice cream friends are more likely to enjoy some quiet time with a book or studying5


About Starbucks® Ice Cream

Starbucks® ice creams are super-premium ice cream inspired by consumers' favorite Starbucks® beverages, and are made with high-quality ingredients.

The three new coffee-free* flavors are available by the pint and the Vanilla Bean Frappuccino® ice cream flavor is also available in a single-serve cup. Each pint of Starbucks® super-premium ice cream has a suggested retail price range of $3.89 - $4.39 and the single-serve cups have a suggested retail price of $1.29 - $1.39. Prices vary by retailer.

The new Starbucks® ice cream coffee-free flavors began rolling into grocery and convenience stores across the U.S. in April 2010, joining the Starbucks® signature line-up of coffee favorites – Caramel Macchiato, Mocha Frappuccino®, Java Chip Frappuccino® and Coffee, which launched in spring 2009.

Starbucks® ice creams are created by culinary experts from Starbucks and Unilever North America, who manufactures, markets and distributes the premium ice cream line through an exclusive licensing agreement. For information about Starbucks® ice cream products, promotions and recipe ideas, please visit www.starbucksicecream.com.


About Starbucks

Since 1971, Starbucks Corporation 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. In addition to its Starbucks retail stores, the company produces a wide range of branded consumer products globally, including ready-to-drink beverages, packaged coffees and premium ice creams. The company's brand portfolio features Starbucks Coffee, Tazo Tea, Seattle's Best Coffee and Torrefazione Italia Coffee, enabling Starbucks to appeal to a broad consumer base. For more information, please visit us online at www.starbucks.com.


About Food-ology, You are how you eat®
Food-ology is an original methodology founded by behavioral food expert and researcher, Juliet A. Boghossian. Based on over 20 years of empirical research partnered with quantitative panel data Food-ology links food habits to personality traits and behavioral tendencies. Food-ology offers a portal into the layers of one's character. A means to learn more about yourself and those around you to support better judgment, improve relationships, increase effectiveness and empower your life. To share your food habits for analysis visit www.food-ology.com.



*Not a caffeine-free food

**StrategyOne conducted a 10-minute online survey among 1,043 U.S. adults 18+ (50/50 male/female). Results for each of these groups are representative based on U.S. Census indicators. Interviews were conducted from March 25-31, 2010 using the field services of Authentic Response. The margin of error at the 95% level of confidence is ±3.1%.

1. Risk-takers (19% vanilla vs. 14% chocolate and 13% strawberry) and Shy (27% strawberry and 22% chocolate vs.15% of vanilla lovers)
2. Strawberry ice cream preference (28% men vs. 22% women)
3. Hip-hop music fans (31% strawberry vs. 25% vanilla and 22% chocolate) & Kick back with a good book (25% chocolate vs. 23% vanilla and 19% strawberry)
4. Coffeehouse regulars (Chocolate 62%, Vanilla 61%, Strawberry 55%)
5. Coffeehouse Connections: Meet up with friends (Chocolate 25%, Strawberry 24%, Vanilla 17%)
4. Coffeehouse regulars (Chocolate 62%, Vanilla 61%, Strawberry 55%)
5. Coffeehouse Connections: Meet up with friends (Chocolate 25%, Strawberry 24%, Vanilla 17%)

 

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