Starbucks Plays a Lighter Note With New MilderDimensions Coffees; A Lighter Roast Offers More...

SEATTLE--(BUSINESS WIRE)--Sept. 9, 1998--Beginning September 16, coffee enthusiasts will be able to enjoy a lighter cup of Starbucks coffee with the introduction of the new Milder Dimensions(tm) coffee family. For the first time in the company's 27-year history, Starbucks is introducing lighter and

"We created Milder Dimensions(tm) in response to customer requests to experience a lighter Starbucks coffee," explains Mary Williams, Starbucks senior vice president, Coffee. "The milder flavor profile of this family offers the perfect introduction to Starbucks, as well as providing more coffee options without compromising quality."

On September 16, 1998, Starbucks Breakfast Blend, Serenade Blend(tm), LightNote Blend(tm) and Decaf LightNote Blend(tm) will be available in all Starbucks retail locations in North America and by calling 1-800-STARBUC. LightNote Blend(tm) is also available in select grocery stores and Costco Wholesale locations. In addition, by October 21, 1998, all Starbucks retail locations in North America will offer a Milder Dimensions(tm) blend as an additional drip coffee of the day selection.

This new family extends the taste spectrum of Starbucks coffee from Starbucks Breakfast Blend -- with a soft flavor and simple finish -- through more than 30 single-origin coffees and blends, including the signature Starbucks Espresso Roast -- with a spicy aroma and dense, caramel-like sweetness.

"I'd like to invite all our customers to experience the entire Starbucks spectrum-beginning with the four new Milder Dimensions(tm) blends and continuing into the bolder characteristics of our other coffee families, Lively Impressions(tm), Rich Traditions(tm) and Bold Expressions(tm)," Williams continued.

Like the selections in the three other coffee families, the Milder Dimensions(tm) blends were created using the Starbucks roasting philosophy of matching the highest quality beans with the roast that brings out their finest attributes, thereby providing the best cup of coffee possible.

Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in North America. In addition to retail locations in North America and the Pacific Rim, Starbucks sells whole bean coffees through its specialty sales group, direct response business and supermarkets. Additionally, through its joint venture partnerships, Starbucks produces and sells bottled Frappuccino(R) coffee drink and a line of premium ice creams.

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