Instant Starbucks coffee?

Starbucks is preparing a new brew of coffee, and is designed to mimic the taste of store-bought Starbucks. Some Starbucks will begin selling Via next month.

instant coffee

STARBUCKS’ E-MAIL TO EMPLOYEES

From: Partner Communications
Sent: Thursday, February 12, 2009 2:21 PM
Subject: Breakthrough Product News

Dear Partners,

This afternoon, a number of media outlets have reported that Starbucks will be introducing a new product next week. Here’s what we can tell you:

We are hosting exclusive events next week in New York and other cities where we will unveil the product. We have been working on this project for over 20 years, and have a patent pending on the technology that enables us to absolutely replicate the taste of Starbucks coffee in an instant form. And as Howard has always said, “The proof is in the cup.”

The instant coffee market is a $17 billion global market and it offers us a significant opportunity as we launch this transformational product.

We wanted to share the key points and get primed for next week. Details and samples will be arriving in stores by Wednesday, so that you can discover first-hand what all the excitement is about.

Best,

Vivek Varma
svp, Public Affairs

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