The correct term nowadays for what Mom called "instant coffee" and diner waitresses invariable referred to as "Sanka" seems to be "soluble coffee." But the operative adjective, now that CEO Howard Schultz is going to be selling it in Starbucks cafes as early as next month, is sure to be "breakthrough." Starbucks declines to comment on the launch, Emily Bryson York and Jeremy Mullman report, but it is said to be a long-term pet project of Schultz' and as such will get a significant marketing push. Its not clear if Via will also be sold on grocery shelves. …

Microsoft has hired David Porter, most recently the head of worldwide product distribution at DreamWorks Animation and a 25-year veteran of Wal-Mart, to lead an effort to create "a small number" of retail stores. "The purpose of opening these stores is to create deeper engagement with consumers and continue to learn firsthand about what they want and how they buy," the company says in a statement. The move is a sign of the deeper role consumer-technology companies are playing in the retail business. Apple's stores -- with their eye-catching architecture, highly-trained sales staff and "genius bars" for technical …

When Chicago developer Roszak/ADC began marketing a condo in the South Loop in 2006, the marketing materials talked of the architecture, the floor-to-ceiling windows and the fitness center. Next month, it all will boil down to price, reports Mary Ellen Podmolik, as the firm auctions 40 of the 100 unsold units in its 233-unit building to jump start sales and get a feel for what the current market will bear. USA Today reports that a record one in nine units of housing in the U.S. is vacant. CNBC, meanwhile, has put together a …

Coca-Cola believes it has only just scratched the surface of what might be possible in the sport drink segment, Frank Bracken, senior brand manager of Powerade, tells Neil Merrett. Citing its recent zero-calorie offering, Bracken says that the company has identified opportunity in targeting sub segments within the sport drink market. Bracken suggests that innovation in the level of science and ingredients available, as well as new process technology, will make it increasingly possible to look at differing needs of young and professional athletes as well as fitness-minded adults. "Think about pre-, during and post-athletic activity," he stated. "There's …

"To put it in perspective, an average-sized, healthy man would have to drink 10 20-ounce bottles of Vitaminwater Energy or Rescue within several hours of competition to reach the level that could potentially create a positive NCAA urine test," the NCAA says in the press release. But the way the NCAA initially handled queries by reporters could be a case study in bungled media relations.

PepsiCo reported a 43% drop in fourth-quarter profit Friday, but it met analysts' expectations. In North America, revenue for the company's Frito-Lay unit rose 7% while volume was down less than 1%. In beverages, volume was off 6% on a 10% decline in revenue and a 16% drop in core operating profit. PepsiCo cut about 3,300 jobs worldwide as a cost-saving measure during the quarter, leading to a pre-tax charge of $543 million.

Participants were asked: Would you rather live in a place with more McDonald's or more Starbucks? Over all, McDonald's won by a score of 43% to 35%, with 22% declining to state a preference. But Starbucks won among 18 to 29-year-olds, 49% to 36%.

Automotive writer Dan Neil offers an illuminating sketch of General Motors vice chairman Bob Lutz, who is retiring only in the sense that he's leaving his job at the end of the year. His personality, on the other hand, is clearly on the other end of the spectrum. "Like a basketball coach storming the hardwood to protest missed foul calls, Lutz uses his bluster, his charm, his authority and his cigar-gnashing persona -- whatever it takes -- to control and orient criticism of the cars and company," he writes. Neil offers several personal examples of Lutz' ire to back up …