Starbucks Unveils Crema Collection, Bringing the Café Experience Home

Starbucks has released an instant coffee that brings the chain’s trademark frothiness to kitchens across the United States.

Starbucks’ Crema Collection Premium Instant Coffee is designed to create a thick layer of foam over the grounds. It’s available wherever groceries are sold in three flavors: Salted Caramel, Madagascar Vanilla, and Molten Chocolate.

To prepare, all customers have to do is add 8 ounces of hot water to 1.5 tablespoons of grounds. Then, stir until fully dissolved to create a foam, and add milk and sweetener of choice.

Starbucks Releases New Crema Collection Instant Coffee – https://t.co/lPszgqaxi5 pic.twitter.com/4FOoGUgv4Y

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The Crema Collection contains milk, wheat, and sugar. It’s also sold in 7.12-ounce tins instead of individual serving packets like the brand’s other instant coffees.

“Through consumer insights, Starbucks Coffee At Home identified a need from coffee drinkers for more convenient, flavor-forward products to uplift their moods during the day, especially in the afternoon,” a Starbucks Coffee at Home spokesperson told Food & Wine. “Unlike other beverages currently on the market, Crema Collection sips differently and is truly unique with its crafted foam texture, providing a luxurious café-quality experience in the comfort of consumers’ own homes.”

Starbucks Continues To Put the Customer Experience First

Brian Niccol, chairman and chief executive officer of the coffee company, continues to put the customer experience first with each new product and change he has made to Starbucks since taking the reigns in September 2024. “While we’re only one quarter into our turnaround, we’re moving quickly to act on the ‘Back to Starbucks’ efforts and we’ve seen a positive response,” Niccol said in January. “We believe this is the fundamental change in strategy needed to solve our underlying issues, restore confidence in our brand, and return the business to sustainable, long-term growth.”

Niccol believes the company is on track with the many changes it is making both in-store and in the retail market, according to a statement he made regarding the Q1 fiscal year 2025: “The response we’ve seen so far gives us confidence that we can return the business to growth. We’re moving quickly, executing with excellence, and delivering on our commitments. In doing so, we’ll get back to a Starbucks that’s loved for its coffee, welcoming coffeehouses, and the talented green apron partners in all our stores. “