Starbucks to Offer Blended Refreshers Starting July 14

Starbucks will allow customers to order any Refresher drink blended beginning July 14. The option expands a line of iced juice and tea beverages that the company launched in 2012 and now describes as a $2 billion platform. Starbucks said the change follows the April introduction of customizable Energy Refreshers, which it reported exceeded internal expectations.

Afternoon traffic and customization The company stated that Refreshers already increase visits after the morning rush. It cited customization as a main reason for the platform's growth. Dana Pellicano, Starbucks' senior vice president of global product experience, said the success of Refreshers shows a shift toward cold, customizable drinks.

She added that social media has become a source of real-time feedback for new flavor and texture combinations.

Industry competition for younger consumers Noah Pozin, a consultant at Truist, said restaurant chains now compete with energy-drink brands and functional beverages for the same cold-drink occasions. Pozin noted that Gen Z and millennials treat beverages as personal expression and affordable indulgence amid economic pressures. Starbucks said additional drink innovations are already in development.