We haven’t actually tried the Starbucks instant coffee “Via” but apparently someone has because they are expanding it into “tens of thousands of supermarkets, mass merchandisers and other outlets in coming weeks,” reports the WSJ.
After 20 years of development work, and six months of test-marketing in Chicago and Seattle, Starbucks is taking its Via instant coffee national today. Will coffee snobs be willing to pay $1 a serving for a drink that Consumer Reports recently called “good, not great?”
Good news for those of you in Seattle and Chicago who just can’t wait to try Starbucks’ new instant coffee — you’re getting it first at $1 a packet. It’ll be available at Starbucks stores as well as Target and Costco starting in March.
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.