Starbuck's admits to marketing to kids

by Heather Craven (Subscribe to Heather Craven's posts) Sep 12th 2007 3:00PM

Categories: Media

My older two children love Starbuck's, as in looooove. And why not? The drinks are sweet, topped with whipped cream and leave them bouncing off the walls. This is why I go to all ends of the earth to avoid the place. My children get enough sugar during the day as it is, their energy levels are through the roof at any time of the day and I don't need to shell out $4.75 for more sugar or hyperactivity. I used to think it was just me who had an issue with Starbuck's but apparently I am not alone. It turns out the company actually markets to kids.

In the past the company has denied that children are part of their demographic. However, just recently the coffee chain has admitted that children are indeed part of their client base. Now wanting to be seen as caffeine pushers to the young, the Starbuck's marketing department is considering just how to handle this possible PR nightmare. Currently the only child-type items on the menus are warm, flavored milk or hot chocolate. I don't know many children who would settle for those drinks when they cold have a venti Caramel Frapucinno topped with whipped cream. the caffeine content of which far outnumbers that of a can of Pepsi or Coke.

For my part I will continue to steer my brood away from Starbuck's, the impact on my pocketbook and dealing with their energy levels is just not worth the latte for me.

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Comments (11)

Reader Comments (Page 1 of 1)

~Monica 9-12-2007 @ 3:13PM

They also have the Teddy Bears (girl and boy usually dressed to the nines for the season) and this Summer I saw the Dot & Dash line of kids items (lady bug and turtle) - plastic mugs, tote bags, note pads, crayons. Kids travel mugs, candy, decorated sugar cookies ... the list goes on.

http://www.raisinglucas.com

Ann Adams 9-12-2007 @ 4:08PM

I took the girls, usually one or two at a time, to the Barnes & Noble Cafe (Starbucks products) here once a month.

That wasn't too bad and they could enjoy the books at the same time. And my son manages the cafe so the special treatment was a plus.

ame s 9-12-2007 @ 5:17PM

I rue the day my 2 girls (7 & 9) discovered Starbucks' hot chocolate. We had 100+ temps over the summer so I've been "safe" for many months, but once winter (at least our version of winter here in West TN) I'll have to be on guard :)

Karen 9-12-2007 @ 5:32PM

The caffeine isn't the problem. Caffeine has the opposite effect on kids. It is the sugar that is the problem.

Before the advent of ADD/ADHD and ritalin type drugs (stimulants)...doctors often prescribed that parents give their child coffee (without sugar) in the morning before school. Back then I think most people used sacarin to sweeten the coffee so kids would drink it.

I acutally give coffee to my son most mornings. Usually it is a mix of 1/2 coffee and 1/2 milk. I do not add any type of sugar. He loves it.

I think it is the whipped cream that kids go for. I don't like Starbucks (much prefer Dunkin Donuts coffee) so I have an even bigger problem. Most of the Dunkin Donuts around here are also a Baskin Robins. If I want coffee, I'm going to pay for it in donuts and ice cream and the resulting sugar high.

Kim 9-12-2007 @ 5:43PM

The article didn't actually say anything about them marketing to kids (though I do think some of the teddy bears and cutsy items lately start to cross that line). It said that kids have become part of their customer base.

I would argue that teenagers have long been part of the coffee shop customer base since they're a great place for hanging out...something teens often have trouble finding places to do while between the kiddie set and the bar crowd.

As for younger kids - they do sell shorts (8oz) and some healthier beverages. No, Ventis are not appropriate for kids, but nor are they appropriate for adults.

And finally - come on...the 4 year old who really wants a Chai Tea? I'm certain that's not being marketed during Sesame Street. That's parentally encouraged - not Starbucks driven.

Sandyone 9-12-2007 @ 7:38PM

Actually, the biggest problem with caffeine is that it pulls calcium from the bones/prevents absorption of calcium.

That's what I've heard...does anybody know for sure?

Jenny 9-12-2007 @ 8:15PM

I agree with Kim. The article described Starbucks figuring out how to deal with the fact that they do have children as customers, it didn't describe them actively figuring out how to push coffee on under 18s. And the fact is, children do go to Starbucks. Personally I prefer Caribou as my local one has a play area so I can use it for meetings for my WAHM business. But I admire Starbucks for putting in some work to figure out how to walk this fine line.

If you want to talk about companies unethically promoting unhealthy products to children, we can talk about the ever famous wine cooler, or, hey, McDonald's, which pretty heavily markets a pretty unhealthy product to kids.

SKL 9-12-2007 @ 8:37PM

I see absolutely nothing wrong with Starbucks marketing to kids.

Starbucks is not just about products. It's more about atmosphere. What if I want to stop by a Starbucks and enjoy a latte when I have kids in tow? I see this happens with a lot of parents. I think it's great if Starbucks has offerings that appeal to kids without killing the atmosphere.

I have seen no evidence that coffee harms kids. It used to be imbibed by kids regularly, back in the days when they did not regularly get out of hand like most do today. I know a boy who has drunk coffee every morning to help deal with his breathing problems. I also believe it helps children with dyslexia to focus. So I am not surprised to read the comment above about ADHD.

It is true that caffeine inhibits the body's ability to use calcium. Meanwhile calcium inhibits the absorption of iron. The solution is to make up for this by ensuring the child (or adult) gets plenty of calcium-rich products. Personally I always make my coffee with half milk instead of water. I suspect that, or an even more milk-rich combination, would work well with kids. It might actually encourage some kids to get more absorbed calcium than they would otherwise get.

I don't understand why ParentDish is always out to bash corporate America every time they see the tiniest opening. What a great country we live in, because of our openness to free enterprise! You wouldn't even have a computer to do blogging otherwise.

SKL 9-12-2007 @ 8:38PM

rumana 9-13-2007 @ 4:14AM

incidentally sugar does not cause children to become hyper active. this is a common misconception which has been disproved scientifically. sugar does cause tooth decay and obesity though.

Tamyu 9-13-2007 @ 7:00AM

I find this somewhat funny as coffee (with tons of milk, of course) is a normal childhood staple in Japan.
They even offer "milk coffee" as an alternative to straight milk in school.

Really, I don`t think it`s all that horrible of a thing. But, like everything else out there, it`s all moderation. A sugary treat isn`t going to make a child have cavities or gain weight... But too much will.
A diluted milky coffee is not going to hurt a child.

From a mother whose son had medical doses of caffeine for the first year and a half of his life - It does help with breathing, and I never noticed it making him hyper.