Starbucks To Launch Instant Coffee

Do you like instant coffee? Oh, so you’re the guy. Well, this is great news for you, dude. Starbucks has made a “breakthrough in soluble coffee,” and it will be bringing it to a cafe near you. The chain is expected to announce the product, called “Via”, next week.

From Crain’s New York:

Starbucks will begin testing the soluble coffee — a term that conjures up images of instant brands such as Folgers, Sanka and Brim — by selling it in Starbucks cafes as early as next month. It’s unclear as yet whether the company will also extend the product to supermarkets, where it already has a presence with ground Starbucks-branded coffee.

We wonder if they’ll follow in the footsteps of Folger’s and run some sexist advertising to go with their announcement.

Starbucks poised to launch instant coffee [Crain’s New York]