SOUTH AFRICA – Starbucks’ Ready-to-Drink (RTD) Frappuccino range has officially returned to the South African market.
The relaunch, led by Arla Foods, the official licensed partner for Starbucks RTD beverages across Europe, the Middle East, and Africa (EMEA), marks a renewed focus on South Africa as part of the brand’s broader regional strategy.
The RTD beverages are available in four varieties: creamy coffee, creamy mocha, classic vanilla, and indulgent caramel.
These chilled offerings are made with 100% arabica coffee and are produced in line with Starbucks’ Coffee and Farmer Equity (C.A.F.E.) Practices that prioritize ethical sourcing and supply chain transparency.
SG Gateway Services, appointed as Arla’s local distribution partner following an extensive partner search, will manage nationwide distribution.
The products are currently being rolled out across retail outlets including Spar, Pick n Pay, and Checkers. Distribution will also cover service station forecourts, airports, beach bars, and university campuses across the country.
Jonathan Tei Bergfeld, Senior Commercial Manager at Arla Foods, noted that SG Gateway Services’ established footprint across retail and forecourt channels positioned them as an ideal distribution partner for the South African relaunch.
Market reentry after licensing changes
Starbucks first entered the South African market in 2016, launching its inaugural café in Johannesburg under a licensing agreement with Taste Holdings. The company opened an additional 12 stores in cities including Pretoria and Durban, with initial plans to expand to 45 stores by 2020.
In November 2019, Taste Holdings exited the agreement and sold the local Starbucks franchise rights to Rand Capital Coffee for R7 million (US$389,667).
Rand Capital Coffee has since shifted the store model, aligning with Checkers FreshX outlets to place Starbucks cafés inside select supermarket locations, targeting higher-income shoppers.
The RTD relaunch complements the in-store café presence, offering consumers the option to access Starbucks beverages beyond physical locations. It also aligns with Starbucks’ existing RTD strategy across more than 57 countries within the EMEA region.
Statements from Starbucks and Arla
Charlotta Oldham, Marketing Director for channel development in EMEA, said the South African relaunch aims to meet growing consumer demand for chilled coffee options that are convenient and widely accessible.
“We are delighted to relaunch our iconic Starbucks Ready-to-Drink range in South African grocery aisles. Whether you’re in need of a chilled pick-me-up or a coffee treat, Starbucks chilled coffee will make it easier to enjoy that perfect coffee moment, anywhere, anytime,” Oldham said.
RTD coffee trends in South Africa
The introduction of Starbucks RTD beverages comes at a time when South Africa’s ready-to-drink coffee market is seeing increased attention from global brands.
RTD coffee, a subcategory within the broader non-alcoholic beverage segment, has been gaining traction as convenience and on-the-go consumption patterns evolve among urban consumers.
While local demand for chilled coffee is still emerging compared to mature markets in Europe and North America, industry players are targeting younger, mobile consumers who seek familiar international brands in grab-and-go formats.
Arla Foods’ entry with the Starbucks brand adds to a growing portfolio of imported RTD coffee products entering the region, suggesting a slow but steady rise in market competition.
The relaunch adds a new layer to Starbucks’ strategy in South Africa, nearly a decade after the brand’s first physical location opened in Johannesburg.
With distribution now extending beyond traditional cafés, Starbucks continues to diversify its footprint within one of Africa’s key consumer markets.
