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"Duh, [this Italian roast] might stunt my growth. I wanna be 5'10" like Cindy Crawford." -- Alicia Silverstone as Cher Horowitz, Clueless (1995) The world's medical experts have never really suggested that coffee, with its high caffeine levels and its tendency to be laced with sugar and fatty milk products, is a good beverage for the still-growing population. But kids today are a growing consumer sect, so what's a java-centric shop like Starbucks (NASDAQ: SBUX) to do? Consider offering "alternative beverages" to the under-13 bunch.
A recent MSNBC article notes that while Starbucks has traditionally maintained that it doesn't market its products to children, some locations are revising their stance. Brandon Borman, a spokesman for the Seattle-based firm, told MSNBC that while there will not be specific campaigns aimed at children, there are talks about adding child-friendly beverages to the existing menus. "We need to be realistic about who comes into our stores," Bormon noted, "we want to make sure that we have products that are appropriate to that age group."
A recent MSNBC article notes that while Starbucks has traditionally maintained that it doesn't market its products to children, some locations are revising their stance. Brandon Borman, a spokesman for the Seattle-based firm, told MSNBC that while there will not be specific campaigns aimed at children, there are talks about adding child-friendly beverages to the existing menus. "We need to be realistic about who comes into our stores," Bormon noted, "we want to make sure that we have products that are appropriate to that age group."
One option would simply be a smaller-sized version of its hot chocolate - which now comes in a 12-ounce ("tall") size or bigger. SBUX is also contemplating how to keep some of its merchandise that appeals to kids - such as candy and stuffed animals - out of the reach of ankle-biters.
Critics argue that caffeine isn't necessarily the biggest problem - also at issue is the caloric intake of sweet delicacies such as the milkshake-like Frappuccinos, some varieties of which contain many more calories than soda, and almost as many as a fast-food hamburger. But there are plenty of parents addicted to the sweet nectar available only at the ubiquitous chain, and they're not exactly going to leave their kids in the parking lot when they run in to get their fix. At least the smaller sizes being proposed will help combat the calorie problem.
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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Reader Comments (Page 1 of 1)
9-12-2007 @ 11:12AM
Mags said...
Just a warning to school-aged kids who come in Starbucks:don't expect to be served if you are unaccompanied by an adult and it is during school hours in Prince George's County, MD. The schools are out to cut the truancy rate and have put Starbucks on notice, making it illegal to serve minors!
9-17-2007 @ 3:57PM
wolf said...
I work for starbucks and we DO offer a smaller size hotchocolate it is called a short and is 8oz. It is only the cold cups that are 12oz and larger.
We have kid friendly drinks I feel. I also don't think we are going for the kids, it is just that parents come in with their kids and they have no idea what to get them. We also have juices we sell in our cases.
I myself would also like to have choices other then coffee and some of our blended beverages. We are trying to be more friendly in that we have come up with light bases and sugar free flavors, and have swiched to 2% milk.
The way I see it is this....you KNOW what you are giving yourself and your kids. It is just like TV....if you don't like it change what you are doing
9-19-2007 @ 12:03PM
kay said...
What difference does it make if Sbux offers children's size drinks?? I'd appreciate it- most are too large for a child. When my son was little, he LOVED the kid's cocoa.
9-23-2007 @ 4:45PM
Sara said...
I think it would be a good idea to ahve kid-sized drinks... that way people ould order it, and instead of packing all of those extra calories, they just have a small indulgence of the drink of their choice.
By the way, the light drinks are usually pretty good... I tried a double chocolate chip frappuccino light, and I loved it!