Starbucks sold 75,000 Unicorn Frappuccino® Blended Beverages during the drink’s first UK launch, with sales reaching a peak rate of 111 per minute during the three-day limited-edition release.
Available across the UK from 15 to 17 August, the returning drink was accompanied by a Unicorn Cake Pop, of which 44,000 were sold over the same three days.
The UK launch formed part of a wider global return for the Unicorn Frappuccino®, with Starbucks also reporting record sales across its company-operated coffeehouses in North America over the weekend.
The performance follows what the company described as a strong summer in the UK, including its strongest-ever sales week in July.
Sam Henderson, senior manager of beverage R&D, Starbucks EMEA, said:
“Starbucks scale, long-term supplier relationships and cultural history mean we can respond to trends in agile ways. We noticed nostalgia for the mid-2010s was on the rise, so we looked at how Starbucks could meaningfully amplify that with the Unicorn Frappuccino®. The response we’ve had has been exceptional, including the best-performing post in the history of the Starbucks UK Instagram account.”
Sam Henderson
senior manager of beverage R&D, Starbucks EMEA
Limited-Edition Drinks Support Wider Strategy
The Unicorn Frappuccino® forms part of Starbucks’ broader Back to Starbucks strategy, which includes responding to emerging customer and cultural trends through new and returning drinks.
Other UK launches this year have included Ube, Caramelised Banana and Protein Cold Foam, reflecting flavours, formats and consumer demand gaining attention online.
According to Starbucks, seasonal beverages accounted for 10% of its total UK sales last year. The company also said customers are currently ordering protein beverages at twice the rate of English Breakfast Tea.
“Listening to our fans is critically important to our success at Starbucks and we are increasingly finding that limited-edition drops are driving excitement for the brand. The Unicorn Frappuccino® delivered exactly that – it’s instantly recognisable, highly Instagrammable and tapped into the nostalgia we’re seeing for the mid-2010s. The response has been incredible, with the launch delivering the best-performing post in the history of the Starbucks UK Instagram account – and sales that exceeded our expectations”
Vic Robertson
Marketing Director, Starbucks UK
The Unicorn Frappuccino® UK launch concluded on 17 August following its planned three-day availability.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
