Starbucks’ Frappuccino Gets a Sugar Makeover
Starbucks Corp. is putting its decadent Frappuccino on a diet, looking to reduce the drink’s high sugar levels, which have scared away increasingly health-conscious consumers and hurt sales.
Some versions of the drink contain more than twice as much sugar as a standard Snickers bar and far more calories. A 16-ounce Mocha Frappuccino contains 410 calories, compared with 250 in a 1.86-ounce Snickers.
It has been tough for Starbucks to lower the calories and keep the sweet taste that consumers expect.
“It was incredibly challenging to mimic what was taken out,” said Jason Davis, senior manager of beverage innovation at Starbucks. To achieve a similar texture and taste, the company tested more than 20 types of cream, 70 different vanilla flavorings and created a new bottle to make sure the proper amounts of flavor are dispensed.
Getting this right is important to Starbucks because the Frappuccino remains a key sales driver. In fiscal 2015, sales of the blended Frappuccinos it sells in its cafes – not the bottled version sold in grocery stores – rose 17% and represented 14% of revenue at Starbucks U.S. company-operated cafes. This year through May, Frappuccino sales have declined by 3%, and the beverage now accounts for just 11% of that revenue.
The company figured that if it could remove some of the sugar and calories from Frappuccinos, customers would buy more of them, particularly in the afternoon, when people typically buy them as a treat. Starbucks is testing the healthier Frappuccinos with customers in 600 Starbucks stores in California, Missouri and Rhode Island.
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