Starbucks' New Instant Coffee Put to Taste Test

Ad Age Compares Packet Product to In-store Brew

By Ad Age Staff
Published: February 19, 2009

Starbucks' new Via brand instant coffee is being launched this month.

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

5 Comments

By packpromo | Aurora, IL February 19, 2009 07:32:33 am:

This is great! You have to give them credit for rebounding in such a short time with a new product consumers will waste no time to purchase.

The new genie in package...Starbucks instant coffee-I am definitely a fan!

www.packpromotions.com

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By olmon | Sequim, WA February 19, 2009 01:23:31 pm:

I'm not surprised - - Starbucks in house is so nasty that the instant couldn't be any worse

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By VisionaireGrp | Los Angeles, CA February 19, 2009 09:30:02 pm:

I so thought that was a Peter Cetera song intro to the video...took me back to junior high!

I like the idea of Via and am excited to try it if/when it makes it to L.A. (REALLY doubt I'll order it online), but it feels like the price point is just a tad high still. Last I heard it's in the $1 range per cup of coffee.

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By swag | Washington, DC February 20, 2009 06:17:25 pm:

This just goes to show how badly Starbucks' in-store quality has fallen over the years as a by-product of cancerous growth at all costs.

Now the entire value chain of Starbucks' café experience has been rendered superfluous by hot water and a packet of grit.

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By shamin1 | WEST PALM BEACH, FL September 30, 2009 10:58:07 am:

I have to say I'm impressed. I love the packaging, the flavor and the portability.

Earlier this year I started drinking Folger's instant coffee after a friend introduced me to it. Zap a cup of milk in the microwave for 2 minutes, add a teaspoon of granulated coffee and a teaspoon of sugar and you're in heaven. Ive been preaching the word about it to everyone...much to the amusement of my hard core coffee drinking friends. But Ive already converted quite a few. This not only cost Starbucks my morning routine of dropping in for my latte, but also those around me that were now also addicted to my new verion of a latte. I tried Starbucks' instant coffee this morning and I'm converted. I love it! I have my package ready for my 3pm cup here at the office! Well done Starbucks. You've won me back!

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