A newly opened juice bar by coffee giant Starbucks in Washington provides a first glimpse into what's poised to become a major trend, akin to the ubiquitous green and white logo around the world.
After acquiring California-based juice company Evolution Fresh four months ago, the company has wasted no time in setting up their first outlet which opened in Bellevue, Washington this week and will serve freshly-pressed premium juices in addition to healthy snacks and food options.
The experience begins with an interactive wall display featuring digital illustrations of juices and smoothies being made.
Juices are made without the need for heat treatment due to a technology called High Pressure Processing, which Evolution Fresh says retains more of the flavors, vitamins and nutrients of raw fruits and vegetables.
While the premium juices will be available as ready-to-drink bottled beverages, customers will be able to personalize their food orders like wrap sandwiches, salads, soups as well as vegetarian and vegan options.
The Washington store was designed to meet LEED (Leadership in Energy and Environmental Design) certification with locally-sourced, reused and recycled components.
The ready-to-drink bottles will also line grocery store shelves in the US.
The latest venture into premium juice comes following vocal warnings by Starbucks' sustainability chief who has been sounding the alarm on dwindling coffee supplies due to climate change.
The move is also seen as a big step in the company's overall strategy to enter the health and wellness sector.
Over time, the company says it plans to expand Evolution Fresh into additional channels.
News that Starbucks will be entering the premium juice market has existing retailers on high alert. US-based Jamba Juice, which sells smoothies and freshly squeezed juices and anti-oxidant ‘shots', has embarked on an ambitious global expansion that includes locations in Toronto, Canada, South Korea and the Philippines which just opened this month.
Canadian-owned Booster Juice also sells nutrient-packed juices, smoothies and energizing fruit shots, and has locations in India, Mexico, the Netherlands and Saudi Arabia.