Nearly eight months after Starbucks introduced its Via instant coffee in Seattle and Chicago, the coffee giant will begin offering it to the rest of the country today.
While instant coffee has a strong presence throughout Europe, Americans have not quite warmed up to the idea and many see it as an inferior knock-off version of brewed beverages…but Starbucks is determined to change that image.
The instant coffee will be packaged in skinny cylindrical 3-packs priced at $2.95 and 12-packs which will cost $9.95. More varieties are expected to be introduced but initially it will be available in Columbia and Italian Roast flavors.
http://finance.yahoo.com/news/Starbucks-rolls-out-Via-apf-2339259832.html?x=0
Tags: consumer
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