Starbucks is entering the energy category for the first time with the introduction of Starbucks BAYA Energy, a ready-to-drink (RTD) beverage that is crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support to give consumers a boost of feel-good energy.

The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products.

Starbucks BAYA Energy is available in three fruit flavors – Mango Guava, Raspberry Lime and Pineapple Passionfruit – and contains 90 calories and 160 mg of caffeine per 12 oz. can.

According to Mintel, energy drinks are on the rise as a great tasting, convenient and quick source of energy, and the consumer need for energy has only increased during the pandemic. With total energy drink sales up 9.2% in 2020, an increase of 37.4% from 2015, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry, largely due to consumer desire for functional ingredients.