Starbucks Will Sell Instant Coffee

By John Johnson, Newser Staff

Posted Feb 12, 2009 6:15 PM CST

(Newser) – Baristas may turn up their noses, but Starbucks is going to start selling instant coffee, reports Advertising Age. Starbucks Via will be available in some cafes next month. The move comes on the heels of value meals and store closings by Starbucks as it adapts to tough times. Via will sell for $2.95 for 3 packets—customers will stir it in themselves, and the company's marketing push will insist it tastes as good as the brewed stuff.

"This product has enormous value," said Starbucks exec Howard Schultz, who has long been a backer of the concept. Instant coffee is a huge seller overseas, notes the Wall Street Journal, and Starbucks can no longer afford to ignore the market. In the UK, the instant version accounts for 81% of coffee sales.

Starbucks will soon be offering instant coffee. (AP Photo/Amy Sancetta, file)

Instant coffee is on its way to Starbucks. (AP Photo/Elaine Thompson)

Instant coffee is on its way to Starbucks. (AP Photo/Don Ryan)

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Man Tries to Order Priciest Starbucks Drink Ever

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Tall coffees to cost 10 more cents in much of US

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Starbucks • coffee • economic downturn

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Man Tries to Order Priciest Starbucks Drink Ever

Total cost: $23.60

Starbucks' New Frontier: India

As many as 50 locations could open by year's end

Starbucks Bans Blonde Jokes

Chain launches 'coffee for non-coffee drinkers'

Starbucks Raising Prices

Tall coffees to cost 10 more cents in much of US

Starbucks Scraps Hidden Fee After State Fine

It added $1.50 to bags of beans under a pound

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