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"Big soda" has been blamed for the obesity epidemic, but now they are trying to launch an even more insidious plan on the public: they want people to stop brewing coffee at home and buy prepacked, ready-made coffee drinks instead. And by "they", I mean Pepsi, the company that partners with Starbucks to put out bottled frappuccinos. Tracey Doucette, who runs the branch of the company that handles the partnership, said that their plan "is about converting users from the coffee form they have today to a new form that is ready to drink."
Many consumers welcome such a change, remarking that it would be faster and "less work."
The worst part of this is that studies have shown that consumers do not want to buy black coffee in a can, or coffee with minimal added sugar and cream. They want sugary "treats" - and by trying to make that the standard for coffee in the country, the companies really do seem to be promoting poor nutrition, in addition to the eradication of coffee as we know it.
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7-24-2006 @11:57AM JT said... On the other hand, you have businesses like Nespresso who promote coffee degustation as an upscale activity. I must say I'm hooked to the Nespresso, and its steep price (about 0,3€ for a cup) is still nothing compared to the daily robbery that is a starbucks addiction.
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7-24-2006 @12:11PM Brad said... From the article: "How many people say they are coffee drinkers but what they drink is a latte, which is 90 percent milk?"
I think this is the real story. Quite a few "Starbucks" customers are not coffee drinkers in the traditional sense. For a lot of people, coffee is a "Caramel Macchiatto" or some combination of cream, sugar sauces, and minute traces of coffee. That's not a slam on the customers, it's just how they were introduced to it. I know a number of speciality coffee drink types which don't drink normal coffee because they don't like the strong, earthy, bitter flavor of real coffee or espresso.
This is the demographic most likely to actually go for a more convenient coffee, and marketers are simply stating the obvious. These people are not really interested in coffee, but some caffeine and sugar combo resembling it.
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7-24-2006 @1:12PM Rob Poitras said... The first burst of sugar and caffine will get people out of their car and to the front door of their local Walmart. Then they run out of energy and will need scooters to get around in since they are too lazy and out of shape to walk around on their own.
http://online.wsj.com/public/article/SB115291408087707342-d3knU98U3xXi3xesgCRyFSfaECs_20060728.html
super!
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8-03-2006 @7:34PM Patrick said... Come on - what's the big deal? If you don't want it then don't buy it. If you want to make it at home then by all means do so. If somebody wants to buy it in a can, by all means do so. What's all the fuss about? People DO have minds of their own, so we don't have to put blame on what's being sold or who's selling it. Every person is quite capable of making up their own mind.
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