Bon appetit

Image: Bon appetit

Listen up coffee lovers, tomorrow Starbucks will introduce a surprising addition to their product line, an instant coffee called “Via”. The company claims it will  “absolutely replicate the taste of Starbucks coffee,” and they are calling it a “transformational product.” Wow, we all know times are tough, so naturally businesses are finding new and inventive ways to compete for our hard earned dollars but instant Starbuck’s? (who’da thunk it) 

But before he could present the idea at a Feb. 17 press junket in New York, executives close to the project spilled the beans Thursday to Advertising Age: Starbucks is going to sell instant coffee.

The new product, called Via, will be sold at Starbucks stores in packs of three for $2.95 and packs of 12 for $9.95, according to the Wall Street Journal. Customers can “brew” the coffee by emptying the granules into hot water.

Vivek Varma, senior vice president of public affairs, told employees in an e-mail that Via will “absolutely replicate the taste of Starbucks coffee,” and that it is a “transformational product.”

I might be wrong but I think its going to be a tough sell to realign the coffee snobs of the world (I’m one), especially the market Starbucks created and spoiled with their gourmet beans and speciality menu. I mean really, how can you make a  Grande, doppio, soy, mocha, macchiato with instant coffee anyway?