Starbucks To Unveil New Product: 'Via' Instant Coffee

Do you want Starbucks coffee at home, but don't want to bother with a drip coffee maker or a Tassimo instant beverage machine? Or more importantly to Starbucks, do you currently use Folgers, Nescafe or Sanka? If you answered 'yes' to any of the above, Starbucks upcoming new sub-brand and product announcement may be great news.

Starbucks is getting into the 'instant coffee' market with a new brand they will call Via. While some Starbucks faithful will snicker at watering down their brand and coffee for instant consumption, there are some compelling reasons for Starbucks to do this.

While North Americans have largely given up instant coffee and have for decades, it is still very popular in Europe and Asia. Starbucks estimates the instant coffee market to be worth $17 billion. While North Americans haven't been too keen on instant coffee for a while, there is something called a 'recession / depression' that is gripping this continent, and it is conceivable that some of us may eventually give up our $4 lattes and Americanos for cheaper instant coffee. If and when we do, the Starbucks brand called Via will be there to welcome you in your slumdog-coffee ways.

Rumor has it that Starbucks has been working at this product for years behind closed doors and that it will taste virtually identical to their store-bought coffee. Could instant coffee really taste as good as brewed coffee? Starting in March 2009 when Via hits store shelves, we'll have our answer.

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