Starbucks Aims High For Its Consumer Products Brand

Agenda Inc:

Starbucks Corp. sees ample room for growth in selling Starbucks-branded products such as coffee beans, ice cream and chocolate in supermarkets and convenience stores, a company executive said on Monday.

Gerry Lopez, president of Starbucks‘ consumer products group, said the company is still far from maximizing its opportunities to sell the coffee chain’s branded goods to outside retailers.

Lopez’s challenge is to expand the Starbucks brand, already seen by many as ubiquitous, to areas outside of its stores without diluting a brand strong enough to drive people to pay a hefty premium for a cup of coffee.

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