A new Starbucks menu item has triggered a buying frenzy across the UK, with dedicated customers forming queues from as early as 6am on Wednesday, 15 January 2026. The limited-edition product, which first caused a stir in the US last November, has now arrived on British shores, creating an instant viral sensation.
The £28 Teddy Bear Cup Causing Chaos
The object of desire is the £27.95 'Bearista' cold drinks cup, a teddy bear-shaped reusable cup complete with a green beanie hat lid and a striped straw. Part of the coffee chain's Bearista collection, its limited availability has led to extreme consumer behaviour. Anticipating the demand, Starbucks UK announced a strict "one per person" policy ahead of the launch, stating supplies were "while stocks last."
Social media was flooded with evidence of the craze from the moment stores opened. One TikTok user, @Beckyc890, filmed lengthy queues, captioning her video "6am for a cup!!!". Another, @Loiswilkinson0, documented a 5.10am drive to her local Starbucks in Aberdeen, calling it a "full bear hunt." Many reported stocks selling out within minutes, with some stores receiving as few as four cups.
Social Media Buzz and Swift Sell-Outs
On Starbucks UK's official Instagram, which teased the launch last week with a "see you 15.01.26" post, customers shared mixed results. While some celebrated with comments like "I got mineeee," others expressed frustration. One person claimed: "Store opened at 7… sold out by 7.20. How is that possible?" Another reported queuing at 5.30am in Highbury & Islington to secure theirs.
The scarcity has already fueled a secondary market. Some cups have been listed on resale sites like eBay, with prices soaring as high as £102 – more than three times the original retail price. This resale activity mirrors the hype seen in the United States when the product launched there.
A Lesson in Hype and Limited Edition Culture
This launch underscores the powerful marketing pull of limited-edition merchandise within the retail and food service sector. The strategic social media tease, combined with a known item's international hype, created a perfect storm of demand. For Starbucks, the Bearista cup has proven to be more than just a drink container; it's a must-have social media accessory and collectible.
While successful for brand engagement, the frenzy also highlights challenges in meeting overwhelming demand and preventing immediate resale. For now, the message from early-rising customers is clear: for the next viral item, setting an alarm might be just as important as remembering your wallet.
