Starbucks goes beyond coffee with first juice bar | Reuters

LOS ANGELES Starbucks Corp opened the first store in its new Evolution Fresh juice bar chain on Monday, its biggest move outside coffee aimed at boosting the company's position in the $50 billion health food sector.

The juice bar business is, however, fragmented and intensely competitive and some analysts say the Evolution Fresh shops could have lower margins than Starbucks' coffee shops.

With Starbucks yet to detail how many juice bars it plans to open, the popularity of its first shop, located in an upscale shopping area in Bellevue, Washington, an affluent city just east of Seattle, will be closely watched.

"Mixologists" at the new shop dispense a variety of juices -