Starbucks Coffee is celebrating the introduction of three new Starbucks® ice cream coffee-free* flavors, inspired by popular beverages from its coffeehouses, with a national study uncovering what Americans’ ice cream flavor preferences say about their personalities. Starbucks versions of classic vanilla, chocolate and strawberry flavors – Vanilla Bean Frappuccino®, Signature Hot Chocolate® and Strawberries & Crème Frappuccino® ice creams – help to extend consumers’ Starbucks Experience outside its retail stores.

Starbucks® ice cream commissioned StrategyOne and Food-ology researcher and behaviorial food expert, Juliet A. Boghossian, to author the “What Flavor Are You?” survey,** helping to uncover surprising findings about Americans’ ice cream preferences and what their favorite flavor says about them.

Key Findings:

Not so “vanilla” after all – Vanilla lovers are more likely than those who prefer chocolate or strawberry to call themselves risk takers while strawberry and chocolate lovers are the most likely to say they’re shy.

Real men eat strawberry – Men are more likely than women to prefer strawberry ice cream.

Classics trump trendy – 77 percent of Americans agree, “Amidst all the trendy flavors, I always come back to the classics”.

Home sweet home – 56 percent of Americans say their ideal ice cream experience is on their couch.

Reading or rapping – Strawberry lovers are most likely to be free-spirited hip-hop fans while those in camp chocolate prefer to kick back with a good book.

Coffeehouse regulars – Chocolate and vanilla fans are more likely to visit a coffeehouse (such as Starbucks) on a regular basic.

Coffeehouse connections – When visiting a coffeehouse, chocolate and strawberry fans like meeting up with friends whereas their Vanilla ice cream friends are more likely to enjoy some quiet time with a book.

“The seemingly simple preference for vanilla, chocolate or strawberry ice cream says a lot more about us than you might think,” Boghossian of Food-ology said. “Uncovering facets of our personality can inspire us to evolve and re-define the way we see ourselves and our behavior within our most important relationships.”

Personality Profiles Boghossian compiled detailed personality profiles based on the survey results. Her analysis reveals personality traits for each flavor preference that are bold and unexpected.

Think Vanilla is Boring? Think Again Vanilla lovers, you’ve been miscast for too long. While most people think of you as reserved, you’re actually more likely to consider yourselves as risk-takers compared to other flavors. When it comes to work, like your favorite ice cream, your job doesn’t require a lot of bells and whistles to keep you motivated. Your passion is enough to get you out of bed in the morning. Classic, yet unexpected, Starbucks® ice cream’s new Vanilla Bean Frappuccino® flavor is tailor made for you, with Vanilla ice cream made with real vanilla beans from Madagascar.

Chocolate May be Shy, but Still Waters Run Deep Contrary to popular belief, you are reserved and tend to go with the flow. You’d even go so far as to say you’re shy. But that’s not to say you’re mainstream. Signature Hot Chocolate® ice cream, with its swirled Chocolate and Vanilla ice creams with ribbons of chocolate fudge, is perfectly in tune with your “cutting edge” sensibilities: you’re inspired by Indie performers in rock, film and TV who push the envelope creatively.

Strawberry a Delicious Mix of Contradictions You’re a dedicated worker bee - being recognized with a raise and promotion for a job well done is important to you, as is a healthy relationship with your boss. You mean business – but you’re also somewhat of a free spirit. When it comes to time off, you’d rather volunteer to help others than lie on a beach. With such a multifaceted personality, your down-to-earth style with a “twist” is a perfect complement to Starbucks new Strawberries & Crème Frappuccino® ice cream, a decadent rendition on this favorite Starbucks beverage, with swirled Strawberry and Vanilla ice creams and real strawberries.

“Just as this survey highlights some bold and unique personalities, we’re putting our signature on three classic ice cream flavors in a way that is unmistakably Starbucks,” Mary Theisen, director, business development, Starbucks Global Consumer Products said. “Our goal is to help consumers extend their Starbucks Experience outside of our stores and what better way than our super-premium ice creams inspired by their favorite beverages.”

CHOCOLATE

· Contrary to popular belief that chocolate ice cream lovers are risk-takers and the life of the party, they surprisingly identify themselves as “reserved” and “go with the flow” and tend to be more shy than those who prefer Vanilla.

· Chocolate ice cream lovers have good listening skills—a characteristic that makes them great to talk to when one needs a friend’s honest, thoughtful advice.

· Chocolate ice cream lovers are the most “cutting edge” of the flavors, which is seen in their preference for Indie Rock, Film and TV—skewing higher on the appreciation of Art than those who prefer Vanilla. On a first date, he is casual chic in jeans and a dress shirt, and she is casual elegant in slacks and a cute top.

STRAWBERRY

· Like the Chocolates, those who prefer strawberry ice cream identify themselves as more shy than those who prefer Vanilla. They also identify themselves as being loyal, which means that a Strawberry friend is someone who will stick by your side to the end

· At work, Strawberry ice cream lovers are dedicated employees who take their jobs very seriously. Don’t be deceived by their casual attire; Strawberry ice cream lovers mean business. Strawberry ice cream lovers tend to place the highest importance on several work priorities including compensation, healthy boss relations and promotions. However, these priorities have a tendency to move their career in directions that were not by their conscious design. This reveals that they have a tendency to go where life’s journey takes them.

· When they have down time at home, strawberries opt for social engagement, surfing the web and engaging in online social networking. A dream vacation consists of a spiritual, meaningful mission to help others in need. Of all the flavors, Strawberry ice cream lovers have the highest appreciation for hip hop or R&B music, making them the flavor most inspired by fashion.

VANILLA

· While most people think of Vanilla ice cream lovers as reserved and shy, they are actually more likely to consider themselves to be risk-takers compared to other flavors. On a first date, the Vanilla-she will daringly wear the little black dress, and the Vanilla-he will wear the suave tie and a blazer.

· Although those who prefer Strawberry ice cream tend to put more importance on work related items, it is the Vanillas that are most inspired by work, requiring the least amount of bells and whistles to keep them motivated.

· You are likely to find these lovers of “the classics” listening to classical music or watching history or documentary TV shows. Their love of the “the classics” goes beyond the music they listen to and the shows they watch; vanilla ice cream lovers are more likely than chocolates to say that they always come back to the classic ice cream flavors amidst all the trendy flavors in the market.