SEATTLE (AP) — Starbucks Coffee Co. said Tuesday it will begin serving Starbucks Blonde Roast, a lighter roast than its regular dark and medium roasts, in an effort to attract more customers.
The coffee will be available beginning immediately at Starbucks stores and grocery stores nationwide.
In order to promote the new offering, Starbucks will hold tasting events at its coffee shops Thursday through Saturday.
Starbucks' profit has grown sharply over the past two years because consumers have returned to small luxuries like lattes. But it is facing challenges such as the drag of a weak economy on its customers, increased competition and higher costs.
To drive growth, Starbucks has expanded overseas, increased the number of products it offers, grown its loyalty program and upped its presence in grocery stores.