Starbucks Coffee Portfolio Soon to Include Instant Coffee

In May 2009, Starbucks VIA Ready Brew was named “Most Innovative New Product of the Year” by Allegra Strategies, a UK research firm. This award, based on an industry-wide survey, positions Starbucks VIA to be a leader in the instant coffee market.

01 Sep 2009 --- Starbucks Coffee Company has announced that customers will be able to purchase Starbucks VIA Ready Brew at their favorite Starbucks location in the U.S. and Canada beginning Sept. 29. Starbucks VIA Ready Brew gives customers a 100 percent natural roasted instant coffee that is rich and full bodied like a fresh-brewed cup of Starbucks coffee and is the company’s latest innovation.

Since its February debut, Starbucks VIA Ready Brew has been available in Seattle, Illinois, select London stores, and online at StarbucksVIA.com. Additionally, Starbucks VIA is sold on easyJet, the United Kingdom’s largest airline, as well as at Costco and Target stores in Seattle and Illinois. In May 2009, Starbucks VIA Ready Brew was named “Most Innovative New Product of the Year” by Allegra Strategies, a UK research firm. This award, based on an industry-wide survey, positions Starbucks VIA to be a leader in the instant coffee market.

“Consumers have quickly adopted our instant coffee as their coffee while on the go,” said Starbucks chairman, president and ceo Howard Schultz. “We were overwhelmed and humbled by the positive response from our customers and partners after tasting Starbucks VIA. Whether it is brewed while traveling, at the office, or simply a single cup of coffee before leaving the house, customers have found it’s a convenient solution.”