VIA Instant Coffee to Arrive in Starbucks Stores Nationwide

Published Sept. 1, 2009 at 5:50 a.m.

If you're a frequent or occasional instant coffee drinker, look out for a new kind of brew coming to a store near you. On Sept. 29, Starbucks will be rolling out its much-discussed instant coffee, VIA, in stores across the US and Canada.

When VIA Ready Brew was first introduced back in March, the insta-packets were only available in limited markets: Seattle, Chicago, London, and online. “Consumers have quickly adopted our instant coffee as their coffee while on the go,” CEO Howard Schultz said in a statement. “We were overwhelmed and humbled by the positive response from our customers and partners after tasting Starbucks VIA."

Unsurprisingly, Starbucks is not only marketing VIA as coffee on-the-go, but also as a creative element in the kitchen, playing a part in recipes from coffee sodas to cupcakes. Starbucks fans, do tell: Will you try out VIA once it hits your side of town?

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