Starbucks rolls out redone line of coffee

PORTLAND: Starbucks Corp. wants to appeal a bit more to the average coffee drinker.

This week, the company will roll out a new line of its Seattle's Best Coffee to be sold at grocery stores and other retailers. It has a lighter taste and simpler selling approach that it hopes will attract coffee drinkers that Starbucks may have left behind.

The coffee giant acquired Seattle's Best about seven years ago. Until recently, it has let the brand sit quietly on the sidelines. But as competition for coffee drinkers has increased, Starbucks is looking to it for growth.

It rebranded Seattle's Best earlier this year with a new logo. The coffee is now served in more than 40,000 locations _ up from 3,000 earlier this year _ including Burger King restaurants.