Thursday, July 30, 2009
Starbucks Caramel Macchiato (Discontinued)
It was launched barely more than a year ago with little promotion to support it, no website (just a page on the Starbucks site) and a baffling retail plan where it was sold everywhere except Starbucks.
The line included coffee & tea infused chocolate bars, tasting squares and truffles. The packaging echoed Starbucks strong image, was all natural and made no direct mention of Hershey’s as the manufacturer. For Christmas special flavors were created that echoed the seasonal coffee drinks. However, the new brand was a tad on the expensive side and entered the mass-manufactured upscale chocolate market just terms like staycation entered the vernacular.
So last week as Hershey’s announced huge second quarter profits, it also formally announced that they were discontinuing the Starbucks Chocolate line.
CNN Money summed it up pretty well:
Added to that happy news about their profits (which were the result of cutting manufacturing costs by closing factories in the US, moving to a Mexican facility, raising prices and using cheaper ingredients), Hershey’s also formalized the discontinuation of Cacao Reserve, Hershey’s own branded high end chocolate line. (Hershey’s also closed Joseph Schmidt, a chocolatier line based out of San Francisco earlier this year and moved all production for Scharffen Berger to Illinois.)
The Caramel Macchiato Truffles come in a nicely packaged pair at the ghastly price of $1.39 at the drug store. Honestly, if this sort of truffle pair was available at an actual Starbucks to accompany my plain coffee, I might have gone for it more regularly. With the “startling news” that coffee drinks contain huge amounts of calories which cause cancer, a simple cup of coffee with cream and two truffles would actually be a smaller indulgence than an actual Caramel Macchiato.
I’ve never had a Macchiato (I’ve never actually had anything fancier than a latte or mocha in all my years), so I can’t comment on how well it mimics the frothy creation described thusly by Starbucks:
The milk chocolate shell is nicely molded. It holds a fudgy, smooth cream that tastes a bit like a mocha cheesecake. Sweet, a little tangy with a light coffee taste and maybe, just maybe a hint of toffee (caramel).
It was pretty sweet but with coffee it works ... though the actual coffee overpowers the not-much-coffee-taste.
In the end, I don’t think it was bad timing that sunk this line. I think it was bad merchandising - it should have been available at actual Starbucks. And a year is far too little to decide the success of a new line of chocolate. My view is that Hershey’s is uninterested in building brand loyalty through quality.
The only thing that makes sense about this is the statement on the side of the box:
Watching Cadbury & Mars move more and more towards ethically traded and sustainably grown & harvested cacao, I’m not seeing much for Hershey’s except from their Daboga arm. I can see where this Starbucks line is just a liability for profits. Hershey’s has shown itself to be more concerned with profits (and high profits, not just tidy ones) than the quality of its products and place within the economies it locates itself.
POSTED BY Cybele AT 10:43 am