"It's about customers looking for choices," says Passe. "We're learning and listening to what customers are saying." The 10-ounce version costs about 30-cents less than the conventional 12-ounce beverage.
The move -- first reported by the blog StarbucksMelody -- comes as smaller desserts and mini-indulgences continue to be white hot at restaurants nationally. It's hard to find a casual dining chain that hasn't rolled out some sort of mini-desert lineup. The small servings appeal to Millennials, to customers who are concerned about calories and to parents who feel better about purchasing smaller sizes for kids.
At roughly $2 billion in annual sales, the Frappuccino -- a blend of of coffee, milk and ice that now has many flavors and forms -- remains one of the coffee giant's most profitable offerings.
The new beverage is really a "kids-sized" Frappuccino, says Melody Overton, creator of the StarbucksMelody blog, "but if they market it as kids-sized, it might have less appeal for adults." At the same time, she notes, Starbucks also has been prodded by customers to roll out a "Trenta" (32-ounce) Frappuccino.
That's not going to happen, says Passe. "That (size is) only for iced tea and Refreshers," she says.
A few years ago, when the recession slowed Frappuccino sales, Starbucks added customizable options to boost its sales -- including non-fat milk and sugar-free toppings. The company says there are more than 36,000 potential combinations of Frappuccinos worldwide.
With Frappuccinos, it seems to always be about extremes. Last spring, Starbucks Japan rolled out the Chunky Cookie Frappuccino -- blended with an entire chocolate chunk cookie inside.
No plans for that one in the U.S. says Passe.
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