In May, 2008 Starbucks unveiled the new way to increase sales in its coffee shops.

The brand launched a special ingredient to add into hot and cold coffee drinks. This was so-called "+Energy", a mix from B-vitamins, guarana and ginseng that was presented in USA.

According to Starbucks, this addition could make coffee a really energetic drink that matches for active lifestyles.

"It's a well-thought out and complementary flavor”, – said Bridget Baker, spokeswoman, Starbucks, when asked how the boost would taste mixed in with coffee.

This launch was done in accordance with market tendencies (in 2007 the US market capacity for energetic drinks was estimated in 4,4 billion dollars with intention to growth). In June, 2008 Starbucks also made prepackaged Starbucks Doubleshot Energy + Coffee using the "+Energy” ingredient.



Starbucks history