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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.

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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