Starbucks and Evolution Fresh

Is the coffee culture giving way to the juice culture? Starbucks opened its first Evolution Fresh juice bar yesterday, in Bellevue, Washington. "Mixologists" blend--well, hand-craft--different fresh fruit juices (cold pressed, of course, never heated) and whip up healthy smoothies for breakfast, lunch, and dinner.

Starbucks acquired Evolution Fresh as the cornerstone of a new healthy-brand empire. CEO Howard Schultz says that successful juice bars ring up $1 million + per unit. Evolution Fresh is known for super-premium juices, and Starbucks is building on that brand's image and reputation to create an entirely new restaurant brand for this fast-growing "healthy" segment.

Juice bars aren't new, especially in Europe. Marrying the marketing might of Starbucks with the cachet of a differentiated juice brand could open new product and profit opportunities.