Over the past decade, categories such as yogurt, chocolate, and juice have made this leap from commodity to mass delicacy. Some consumers no longer blanch at a $9 bar of chocolate half the size of a Snickers or $11 for a cold-pressed juice. Not only have these become the fastest-growing segments in their respective categories, they’ve created multimillion-dollar markets that never before existed. Greek yogurt was an obscure 1% of U.S. yogurt sales in 2007. Then Chobani entered the scene, luring consumers away from their sugary-sweet Yoplaits. Now Greek yogurt accounts for 40% of the $7.4 billion U.S. yogurt market, while industry heavyweights like Danone and General Mills are racing to catch up.
Coffee crusaders are convinced that they are on the verge of a similar disruption, and they’ve got deep-pocketed investors cheering them on. After Starbucks’s 20-year reign as coffee’s dominant force, this once fringe group is launching a culinary, cultural, and financial battle to get a piece of the $30 billion U.S. coffee market.
These are the purists who aim to persuade us to convert our morning ritual to a $7 cup of black gold.
Meet the minds behind your coffee
Pop Music, Explained →
Sarah Larson reviews Bob Stanley’s “Yeah! Yeah! Yeah!: The Story of Pop Music from Bill Haley to Beyoncé”:
Stanley, a British music journalist and co-founder of the pop group Saint Etienne, loves pop and has a deep, knowing respect for it. His book is comprehensive—some six hundred…
"You just hold your head high and keep those fists down. No matter what anyone says to you, don’t let ‘em get your goat. Try fighting with your head for a change…it’s a good one, even if it does resist learning."
Satirical Cartoons Display Global Problems