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Starbucks Going Instant With 'Via' Brand

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.

The Seattle Times obtained a memo that was sent to employees after news of Via began to leak yesterday. Public Affairs svp Vivek Varma writes: "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.'"

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Read the whole story at Ad Age, Seattle Times »

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