Coffee chain Starbucks has announced it is ceasing the use of “no longer applicable” coffee labels for its products and is looking to use its trademark for the coffee brand’s other coffee products.
“Our business has changed and the brand no longer is relevant for us,” Starbucks CEO Howard Schultz said in a blog post.
“In fact, we believe that it’s a mark of a brand that is no longer relevant to our customers.”
He added that Starbucks would also look to replace its “no more relevant” coffee logo with “the coffee brand”.
In a statement to CNBC, a Starbucks spokesperson said: “We recognize that we no longer have a competitive advantage in the coffee industry and are making a strategic change to our branding to reflect this.
The coffee chain, which has more than 1.8 million locations around the world, said the new logo was inspired by its “future in sustainability”. “
Over the last several years, Starbucks has changed to a new coffee brand and a new look that reflects our new direction.”
The coffee chain, which has more than 1.8 million locations around the world, said the new logo was inspired by its “future in sustainability”.
Starbucks has already phased out the “no” sign on some of its products including its lattes, iced coffee and its coffee drink iced tea.
The new logo, unveiled earlier this month, features a starburst shape and a circle with three points on it.
Starbucks is also changing the name of the company to Starbucks Corporation, a nod to its global reach.
Starbucks Coffee Co is a global coffee company based in Seattle, Washington.
The company owns the popular iced teas iced milk and iced iced pop iced beverage brands and is also a key player in the iced cream industry.
Reuters/Reuters Starbucks is one of several big coffee chains that are trying to get out of the “now” business.
In October, Starbucks said it would be ending the use to which it had become synonymous.
The news came a day after Starbucks was fined $2.4m by the Federal Trade Commission (FTC) for misleading consumers about its new iced drinks.
Starbucks’ chief executive, Howard Schultz, said he was disappointed that customers didn’t buy coffee that tasted like iced drink coffee.
It also comes a day before Starbucks is due to unveil a new ice cream flavor in its iced beverages, a change that is expected to be rolled out later this year.