The company touted the addition of premium ingredients such as whole bananas, Oregon blueberries, and Michigan cherries to its offerings, so that its food can become "more as nature intended." Starbucks also recently decided to ditch high-fructose corn syrup from its food (a move that may cheer most consumers, but could incite the ire of the Children of the Corn). Will going au naturel to differentiate its brand help the ailing coffee giant?
All-natural fare at Starbucks certainly makes sense -- but what took so long? Whole Foods Market
Among shareholders, a move toward upscale ingredients doesn't always garner resounding approval. While Chipotle
And Starbucks is hardly breaking new ground with its all-natural approach. Last summer, the company took on Jamba Juice
I shouldn't complain too much, though; differentiation is better than flat-out copying the competition, especially on low-margin products that conflict with Starbucks' core high-end brand. I've been left cringing at too many of Starbucks' recent initiatives, which have made the java juggernaut look more like McDonald's
Starbucks' "back to nature" approach isn't a bad idea -- but it's not particularly exciting, either. Alas, our current economic woes make this a particularly tricky time for any company to take a risk on innovative efforts. If, like me, you're hoping for a daring renaissance from Starbucks, you may be in for a long wait.
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Starbucks and Whole Foods Market are Motley Fool Stock Advisor picks. Starbucks is also an Inside Value recommendation. Chipotle Mexican Grill is a Rule Breakers and Motley Fool Hidden Gems pick. The Fool owns shares of Chipotle and Starbucks. Try any of our Foolish newsletter services free for 30 days.