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Ad Age Video Report

Starbucks' New Instant Coffee Put to Taste Test

Ad Age Compares Packet Product to In-store Brew

By Published on .

NEW YORK (AdAge.com) -- A panel of seasoned Ad Age newsroom coffee junkies surprised themselves Wednesday when they were unable to tell the difference between Starbucks' new instant coffee and the chain's in-store brew. The blind comparison taste test was conducted with some of the first samples of Via, the "soluble" powdered coffee Starbucks is launching this month. Watch the four-minute video of the test in progress.

Also see related stories:
Starbucks Poised to Launch 'Soluble' Coffee
Via Brand Called 'Breakthrough' Unlike Instants of Old

Via Brand Will Be Starbucks Minus the Baristas -- and the Brewing
'Next-Generation' Instant Coffee Gives Chain One More Way to Reach Consumers



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