Starbucks has expanded its partnership with Nestlé to offer new products for Chinese consumers.
Under this latest move, Starbucks will enter the at-home and foodservice segments in China for the first time. The latest nationwide roll-out in China consists of 21 products, including whole bean and roast and ground packaged coffees, as well as the first-ever Starbucks capsules developed using Nespresso and Nescafé Dolce Gusto proprietary coffee and system technologies. “Starbucks At Home” will introduce Chinese consumers to Starbucks espresso capsules in its signature flavours such as Caramel Macchiato and Cappuccino.
The full range of “Starbucks at Home” products will be available across e-commerce flagship stores on Tmall, JD.com and Suning.com.
“For 20 years, we’ve pioneered the Starbucks experience for customers in China, and today through our alliance with Nestlé, we’re unlocking new premium coffee experiences to better suit our customers’ daily lives outside of our Starbucks retail stores,” said Belinda Wong, chairman and CEO of Starbucks China.
In addition, “We Proudly Serve Starbucks Coffee” will provide integrated business solutions in foodservice channels across office and hospitality locations in tier-one Chinese cities.
“This is only the beginning — the addressable market for coffee in China is rapidly growing and we’ll continue to expand our reach and innovate to deliver signature Starbucks coffees on Nestlé’s proprietary systems and platforms to expand our customer reach for new occasions,” she concluded.