Video: Will Starbucks Via Be an Instant Success?-Minyanville

Video: Will Starbucks Via Be an Instant Success?

Josh Lipton Oct 13, 2009 12:00 pm

Video: Will Starbucks Via Be an Instant Success?


		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.

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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.

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Oliver Corlett

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10-14-2009, 7:49 pm
I grew up on Nescafe. It bares hardly any resemblance to coffee. The same may be said of Folger's. But I tried some Via as a free sample in Starbucks the other day. There is no comparison! It actually tastes like coffee! It's as good as S Read More

Tommy Wong

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10-14-2009, 11:24 pm
I bought some from an online distributor at http://nationwidecandy.com/candy/index.asp the one I bought was Starbucks Via Instant Italian Roast. I can't wait to try the Starbucks Via Instant Colombia Coffee. I really like these instant sticks. Read More


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