Categories: Need to know

A new brew

Starbucks starts selling instant coffee, but will latte buyers stomach it?

by macleans.ca on Tuesday, September 29, 2009 11:04am - 5 Comments

Starbucks, the coffee giant best known for its $4 lattes, is going down market… way down market. This week, it started offering the lowliest form of java—instant coffee. The company sees a huge opportunity in the cheap drink, and a chance to reverse falling revenues. The instant coffee market is worth US$21 billion worldwide. Starbucks will sell its instant drink under the name Via. It will come in three packs for US$2.95 and 12 packs for US$9.95. The price point should appeal to consumers who’ve been switching to cheaper types of coffee drinks the recession. But the challenge will be whether instant coffee will appeal at all to the average Starbuck’s customer. The company says that Via exceeded expectations in test runs in the U.S. and London.

Associated Press

Tags: Business

http://intensedebate.com/people/jolyon jolyon

My Scottish nan, god bless her, was a huge fan of cold instant coffee. She drank about 5 cups of the vile stuff a day. Not surprised instant was a hit in London because many Brits like it but I am skeptical of it taking off in US.

http://intensedebate.com/people/sea_n_mountains sea_n_mountains

I once knew where you nan was coming from Joylon, I used to love it when I was a teen. I actually tried a sampler the other day and it was alot better than the old taster's choice.

http://intensedebate.com/people/jolyon jolyon

"I actually tried a sampler the other day and it was alot better than the old taster's choice."

Interesting. Maybe technology/science has improved instant to something drinkable now.

http://intensedebate.com/people/e_ron e_ron

I thought it was better than Taster Choice and better than the swill Timmies serves up (as Lucy once said – tastes like hot water with a brown crayon stuck in it) but not as delightful as a Venti Yukon Blend….
fuddleduddle

i just get a small coffee every day from tim hortons…only $1.19, that won't break the bank …some people who spend $5 or more on coffee a day are like throwing money down the drain …by the way, there is a not so good coffee that is free for many…it's called work coffee