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Archive Home > 2009 > September > 30 > New Via from Starbucks is not your father’s instant coffee

New Via from Starbucks is not your father’s instant coffee

With its largest-ever product launch, Starbucks aims to change the image of instant - and increase Americans’ coffee consumption

By Matt Andrejczak / The Bulletin
September 30, 2009

Starbucks, which made its name selling pricier espresso-based drinks, really does want to turn people on to its version of instant coffee.

In the company's biggest product launch ever, Starbucks on Tuesday debuted its Via instant coffee in its U.S. and Canadian stores, backing the new product....

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