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How Via Steamed Up the Instant-Coffee Category

Starbucks' Premium Blend May Have Swayed Skeptics but It's Yet to Realize Goal of 'Additional Usage Occasions'

By: E.J. Schultz
Published: January 24, 2011

CHICAGO (AdAge.com) -- When Starbucks entered the instant-coffee market two years ago this February, the company was not bashful, heralding the Via launch as a "transformational" moment that would "reinvent" the much-maligned instant category. And when the brand went national that September, President-CEO Howard Schultz flatly said it "will change the way people drink coffee." Was he right? ...

Full Article Word count: 762

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