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SUNDAY, NOVEMBER 22, 2009
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Starbucks Goes Instant

Company has high hopes for new $1 powdered coffee

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(Newser) – Following a three-city test run, Starbucks is rolling out its new Via coffee across the country today, offering java-fiends an instant brew that costs less than a buck—and is purported to taste just as good as the real thing. The recession-hit coffee chain is selling the powder in Target and Costco stores and has a promotional deal with United Airlines, although Starbucks won't take on Nescafé in the grocery store aisle until next year. 

Asked about his move downmarket, the company's CEO told the Wall Street Journal: "We're convinced a majority of people won't be able to tell the difference."

Starbucks Via, a new instant coffee, will be on sale in large retailers but won't hit supermarkets until next year.
Starbucks Via, a new instant coffee, will be on sale in large retailers but won't hit supermarkets until next year.   (AP Photo/Russel A. Daniels)
A customer holds a cup of coffee in front of a Starbucks at the company's corporate headquarters on Monday, Jan. 26, 2009, in Seattle.
A customer holds a cup of coffee in front of a Starbucks at the company's corporate headquarters on Monday, Jan. 26, 2009, in Seattle.   (AP Photo/Elaine Thompson)
The new Starbucks Via instant coffee is expected to strengthen the company's bottom line after recent punishing results.
The new Starbucks Via instant coffee is expected to strengthen the company's bottom line after recent punishing results.   (AP Photo/Russel A. Daniels)
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2 comments
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schmidtkoff
Sep 29, 09 11:20 AM CDT
make the run folks.. starbucks is advertising a free cup of their instant. take advantage of a free cup of joe. Reply
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JoeQ
Sep 29, 09 12:01 PM CDT
Hopefully this will give the bean-counters at Starbucks the grounds for operating in the black. Reply
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