Minyanville puts Starbucks' latest beverage to the test.
Earlier this month, Starbucks (SBUX) made headlines when it released Via instant coffee.
On the heels of a corporate turnaround, Starbucks hopes that Via will enable the company to compete in the $21 billion instant coffee market that is currently dominated by Nestle (NESN), Kraft (KFT), and Smuckers (SJM).
But for a company that has made its name selling complicated beverages that customers are willing to wait in line for, Starbucks’ foray into the instant coffee game is seen by many as a risk.
However, CEO Howard Schultz evidently felt pretty confident about Via, going as far as challenging customers to a taste test comparing it to regularly brewed coffee.
But frankly, we at Minyanville aren’t entirely convinced by the authenticity of these so-called “taste tests.” So we decided to put Via to the test in our very own laboratories.
Join Josh Lipton for a closer look.
No positions in stocks mentioned.
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