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Brewing new markets

Last summer, Americans slurped down enough Blended Frappuccino(TM) iced coffee at Starbucks Coffee outlets to double the company's cold coffee sales.

This season the habit-forming milkshake-like drink is also available in a bottled format. It's the second effort of a joint venture between Seattle-based Starbucks and Somers NY-based Pepsi-Cola Inc. Frappuccino Coffee Drink reached convenience stores supermarkets and Starbucks retail outlets on the West Coast this past Memorial Day. "It's too early to say when we'll roll out nationally" says Pepsi's public relations manager Larry Jabbonsky "but it's not an if it's a when." Mid-America Dairymen Springfield MO is contract packaging the product. Retorting gives the product a "virtually unlimited" shelf life with no need for refrigeration says Jabbonsky. Starbucks however is giving it an approximate three-month shelf life. Anchor Glass (Tampa FL) supplies the 9.5-oz custom glass bottles. Elaborate decorating featuring the Starbucks logo is gravure-printed in eight colors onto a 2-mil polyvinyl-chloride shrink label. It's supplied by American Fuji Seal (Bardstown KY). A multipack carrier consisting of 21-pt virgin kraft board is produced by Riverwood (Atlanta GA). Offset-printed in six colors it repeats the Starbucks theme. Targeted to an "upscale market" Frappuccino Coffee Drink is available in Coffee and Mocha varieties. It's sold as a single unit or in a four-pack carrier. Suggested retail prices were unavailable at press time.

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