|Starbucks introduces VIA Ready Brew. It’s “our amazing new way to make a truly great cup of coffee, just by adding water,” says the company promotional material. “This isn’t like instant coffee you’ve ever tasted before. This is rich, flavorful, aromatic Starbucks coffee—in an instant.”
Made with the highest-quality, ethically-sourced Arabica beans, Starbucks claims to have “found a way to microgrind them in a way that preserves all their essential oils and flavor–trust us, you won’t find anything like VIA Ready Brew anywhere else.” “We have been working on this project for more than 20 years,” Starbucks said, “and have a patent pending on the technology that delivers Starbucks coffee in an instant form.”
You don’t have to trust them on this point: You can send for a free sample and try it for yourself: http://www.starbucksstore.com/products/via/freesample.asp. The instant coffee is available in Columbian and Italian Roast. VIA will be sold online and in Starbucks stores in packs of three for $2.95 or packs of 12 for $9.95—a cup of instant Starbucks for under $1.00.