The company is set to begin offering instant coffee in stores throughout the United States and Canada.
Press Release Service – Wired PR News – Starbucks will begin providing its instant coffee creation to customers nationwide on Tuesday. As reported by the Associated Press (AP), the company’s Via instant coffee, which is already sold in Seattle and Chicago, will open the door for Starbucks to gain a share of the global market for instant coffee.
Starbucks CEO Howard Schultz is quoted by the AP as stating of the product launch, “Based on the success we’ve had, we feel strongly that we’re sitting on a very big opportunity… What’s going to sell Via at the end of the day is that (it) delivers in the cup. Most people will not be able to tell the difference.”
Bob Goldin, a Technomic Inc. analyst, is quoted in the report as stating of the challenges the company will likely face in trying to make their instant coffee widely popular in the U.S., “They’re trying to find a breakthrough and I give them credit for that… But it’s easier said than done. I think they’re going to have some challenges.”
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