Starbucks opens first juice bar in biggest move outside coffee.
LOS ANGELES (Reuters) - Starbucks Corp will open the first store in its new Evolution Fresh juice bar chain on Monday, its biggest move outside coffee and one it hopes will boost the company's position in the $50 billion health food sector.
The juice bar business is, however, fragmented and intensely competitive and some analysts say the Evolution Fresh shops could have lower margins than Starbucks' coffee shops.
With Starbucks yet to detail how many juice bars it plans to open, the popularity of its first shop, located in Bellevue, Washington, an upscale city just east of Seattle, will be closely watched.
It will sell fresh and bottled fruit and vegetable juices, smoothies and food, such as wraps, salads and soups. The menu will include vegan and vegetarian options.
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