NEW YORK, N.Y. – Starbucks has filed a trademark application for the term “Fizzio” as it continues its test of carbonated drinks.
The Seattle-based coffee company says in the filing with the U.S. Patent and Trademark Office that the name would be for beverage-making machines, as well as a variety of drinks, including soft drinks.
Zack Hutson, a spokesman for Starbucks, said Wednesday that the filing is related to the company’s test of sodas in Atlanta and Austin, which started in June. Starbucks Corp. has been testing three flavours at the locations — Lemon Ale, Original Ginger Ale and Spiced Root Beer. It is also giving customers the option to carbonate other drinks, such as iced tea and iced coffee, at no extra charge.
“So far the response from customers in the test markets has been positive,” Hutson said.
The soda tests mark the latest move by Starbucks to expand beyond coffee. The company is also looking to move into the fast-growing premium juice category with its Evolution Fresh juices. It also recently acquired a chain of tea shops called Teavana, saying tea represents a big growth opportunity.
Starbucks has more than 19,000 locations around the world, with about 12,000 of them in the U.S.
In afternoon trading, shares of Starbucks Corp. slipped 12 cents to $76.42. The stock is trading near the top of its 52-week range of $44.27 to $77.84, and is up about 43 per cent since the start of the year.
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