Starbucks to Introduce Via Instant Coffee


If you thought Starbucks was uncouth to venture into the world of value meals, then wait until you hear its next supposed move. Ad Age is reporting that the struggling java chain is making plans to test soluble coffee in its stores.

Although Starbucks declined to comment on the launch, sources are saying plans to introduce the soluble coffee, to be called Via, will be announced next week. It could be sold in stand-alone cafés as early as next month. The company has reportedly been working on the instant product for years, hoping to market Via as a replica of Starbucks's store-bought brew.

It may seem out of place for a premium coffee chain like Starbucks to be competing with the likes of Folgers and Sanka, but considering the chain's desperate moves to revive dismal sales, I'm not entirely surprised. Do you see this as a smart move during a tough economy? Would you give Via a try?

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