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Starbucks BAYA Energy joins several new Starbucks RTD beverages that will launch later this year
Starbucks is entering the energy category for the first time with the introduction of Starbucks BAYA Energy, a ready-to-drink (RTD) beverage that is crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support to give consumers a boost of feel-good energy.
The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products.
Starbucks BAYA Energy is available in three fruit flavors – Mango Guava, Raspberry Lime and Pineapple Passionfruit – and contains 90 calories and 160 mg of caffeine per 12 oz. can.
According to Mintel, energy drinks are on the rise as a great tasting, convenient and quick source of energy, and the consumer need for energy has only increased during the pandemic. With total energy drink sales up 9.2% in 2020, an increase of 37.4% from 2015, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry, largely due to consumer desire for functional ingredients.