STARBUCKS LAUNCHES INSTANT COFFEE THAT REALLY TASTES LIKE REAL … REALLY

March 9th, 2010

VIA 12sA few weeks ago we got hold of a few sachets of Starbucks new Via Instant Coffee. We’d run out of the freshly roasted beans, and hadn’t bought some of the previously “best” instant, so we chanced it and made up some cups of Via. We honestly couldn’t believe it … the quality was amazing. The rest of the sachets were swiped in no time, and we pleaded for some more.

Starbucks says:

“It is designed for drinking at work and at home, or when a Starbucks store simply isn’t nearby, sales of Starbucks VIA™ far exceeded expectations during the 32 store trial and proved a hit with thousands of coffee lovers.
• Sales of VIA™ exceeded expectations by 25 per cent during the year-long UK trial with most customers moving from buying three-packs to 12 packs during the period[i].
• In June 2009, an independent review by Which? said that Starbucks VIA™ is ‘better than your average cup of instant’[ii].
• A successful trial with easyJet led to a decision being taken in January to offer Starbucks VIA™ on all easyJet routes.
• It was voted “Most Innovative New Product” by Allegra Strategies in May 2009[iii].

The rich and full-bodied flavour of Starbucks VIA™ is achieved through a truly innovative method that transforms the same high quality arabica beans used in all Starbucks coffee, and ethically sourced from the top 3% of the world’s coffee supply, into a great combination of instant and microground coffee. This unique, patent pending process took over 20 years to perfect, and gives Starbucks VIA™ its excellent full-bodied flavour and preserves its rich aroma.

Information from a number of focus groups conducted by Starbucks indicates that when people try VIA™ they’re surprised by how good it tastes; in fact the majority thought it was very good or excellent[iv].

Darcy Willson-Rymer, Starbucks UK and Ireland managing director comments:

“Starbucks VIA is the first innovation in the instant coffee category in decades. It’s a huge step up in quality and aroma. Sales from our London trial far exceeded expectations. Starbucks VIA meets a need for customers who don’t won’t to compromise on taste just because they’re on the go or in a hurry.”

Alan Hartney, Starbucks Coffee Master comments: “For more than 20 years, we have been looking for a way to guarantee Starbucks coffee quality and taste in an instant format and now we believe we’ve cracked the code. I’ve been running taste tests with customers and most can’t tell the difference between our filter coffee and Starbucks VIA – that’s why we have the confidence to ask as many people as possible to come and try for themselves.”

To celebrate the national launch Starbucks is inviting the public into stores to try Starbucks VIA™ and take the Taste Challenge. From 12th -15th March 2010, Starbucks stores will be asking customers to try to tell the difference between Starbucks VIA™ Columbia and Starbucks fresh Colombia Nariño Supremo filter coffee.
About Starbucks VIATM Ready Brew

Starbucks VIA™ is made with 100% natural roasted coffee, and tastes like a cup of freshly filtered Starbucks coffee. Starbucks VIA™ is created using a unique, innovative (U.S. patent pending) process. This transforms the same high quality arabica beans used in all Starbucks coffee into a great instant coffee combined with microground coffee; giving it that same rich and full-bodied flavour customers expect from Starbucks filtered coffee. Starbucks VIA™ is a premium product and through it Starbucks is creating a new market for coffee lovers who can now enjoy a quality cup of coffee anywhere, anytime – at home, at the office, or on the go.

There are two blends of Starbucks VIATM portioned into single-serve packets – medium, smooth Colombia and full-bodied, bold Italian Roast. Just add hot water to a cup, which brews the coffee in an instant. For three months VIATM will be sold at the introductory price £1.20 (30p off) for a three pack. A 12 pack is £4.45, but those taking the in-store Taste Challenge will get a £1 off voucher.

To discover more about Starbucks VIA™ Ready Brew, please visit www.starbucksVIA.co.uk

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