Next Tuesday, McDonald's will launch a line of smoothies - wild berry and strawberry banana. Research firm, Mintel, estimated the smoothie category at $2.5 billion in 2007. The question is whether McDonald's will grow the category or steal share from more expensive competitors like Jamba Juice, Starbucks, and Panera Bread Co. At McDonald's $2.29 price for 12 ounces, competitors may struggle particularly in light of McD's $1.00 off coupon at its launch.
My guess? McDonald's will grow the smoothie category because smoothies will become more accessible and more affordable. But, only time will tell...
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