On the Street: Starbucks Adding Ice Cream

May 12/Food Weekly News -- Starbucks Coffee is celebrating the introduction of three new Starbucks ice cream coffee-free* flavors, inspired by popular beverages from its coffeehouses, with a national study uncovering what Americans' ice cream flavor preferences say about their personalities. Starbucks versions of classic vanilla, chocolate and strawberry flavors -- Vanilla Bean Frappuccino®, Signature Hot Chocolate® and Strawberries & Creme Frappuccino® ice creams -- help to extend consumers' Starbucks Experience outside its retail stores.

Starbucks® ice cream commissioned StrategyOne and Food-ology researcher and behaviorial food expert, Juliet A. Boghossian, to author the "What Flavor Are You?" survey, helping to uncover surprising findings about Americans' ice cream preferences and what their favorite flavor says about them.

"The seemingly simple preference for vanilla, chocolate or strawberry ice cream says a lot more about us than you might think," Boghossian said. "Uncovering facets of our personality can inspire us to evolve and re-define the way we see ourselves and our behavior within our most important relationships."

Key Findings
Not so "vanilla" after all - Vanilla lovers are more likely than those who prefer chocolate or strawberry to call themselves risk takers, while strawberry and chocolate lovers are the most likely to say they are shy.

Real men eat strawberry - Men are more likely than women to prefer strawberry ice cream.

Classics trump trendy - 77% of Americans agree, "Amidst all the trendy flavors, I always come back to the classics."

Home sweet home - 56% of Americans say their ideal ice cream experience is eating ice cream while on their couch.

Reading or rapping - Strawberry lovers are most likely to be free-spirited hip-hop fans while those in camp chocolate prefer to kick back with a good book.

Coffeehouse regulars - Chocolate and vanilla are more likely to visit a coffeehouse on a regular basis.

Coffeehouse connections - When visiting a coffeehouse, chocolate and strawberry fans like meeting up with friends whereas their Vanilla ice cream friends are more likely to enjoy some quiet time with a book or studying.

*Not a caffeine-free food
**StrategyOne conducted a 10-minute online survey among 1,043 U.S. adults 18+ (50/50 male/female). Results for each of these groups are representative based on U.S. Census indicators. Interviews were conducted from March 25-31, 2010, using the field services of Authentic Response. The margin of error at the 95% level of confidence is ±3.1%.
1. Risk-takers (19% vanilla vs. 14% chocolate and 13% strawberry) and Shy (27% strawberry and 22% chocolate vs.15% of vanilla lovers)
2. Strawberry ice cream preference (28% men vs. 22% women)
3. Hip-hop music fans (31% strawberry vs. 25% vanilla and 22% chocolate) & Kick back with a good book (25% chocolate vs. 23% vanilla and 19% strawberry)
4. Coffeehouse regulars (Chocolate 62%, Vanilla 61%, Strawberry 55%)
5. Coffeehouse Connections: Meet up with friends (Chocolate 25%, Strawberry 24%, Vanilla 17%)
4. Coffeehouse regulars (Chocolate 62%, Vanilla 61%, Strawberry 55%)
5. Coffeehouse Connections: Meet up with friends (Chocolate 25%, Strawberry 24%, Vanilla 17%)

From the May 24, 2010, Prepared Foods E-dition