Well, it was only a matter of time until the coffee chain that charges upwards of $4.00 for a coffee entered into the instant coffee world. Starbucks started selling is Via instant coffee in Seattle and Chicago about eight months ago, but now they are going to start going national with the product, including selling it in its Canadian stores.
Although instant coffee has not won over American taste buds yet, Starbucks hopes that Via can change their minds. With instant coffee accounting for nearly 80% of coffee sales throughout Europe, Starbucks knows that if they can change the image of instant coffee from a drip-brewed knockoff, they just might have a successful product, especially in these times where people can no longer afford to spend $4 a day on coffee.
Via will be sold in cylindrical 3-packs for $2.95 or 12-packs for $9.95 and currently comes in Colombia and Italian Roast flavors. Via will have a marketing campaign that includes television and a large-scale distribution to about 1,500 sites outside of its Starbucks stores.
For more information about Via, its national launch and the challenges Starbucks will face with this product, go to: http://finance.yahoo.com/news/Starbucks-rolls-out-Via-apf-273848205.html?x=0