The FINANCIAL — In two weeks since the national availability of Starbucks VIA Ready Brew, and a four-day customer taste challenge in all U.S. and Canada Starbucks stores, early indicators show that Starbucks VIA is exceeding expectations.
In response to customers’ No. 1 product request upon tasting Starbucks VIA Ready Brew, the company will offer a decaf option starting Nov. 17 in all U.S. company-operated and licensed locations. In addition, Starbucks (NASDAQ:SBUX) newest product innovation recently received critical acclaim from Progressive Grocer in their annual 2009 Editors’ Pick as “Best New Consumer Product”.
Beginning Nov. 17, and just in time for the Holiday entertaining season, U.S. customers will have access to a rich, bold cup of Starbucks Decaf Italian Roast in an instant. Starbucks VIA Ready Brew Decaf Italian Roast is made with the same high-quality arabica coffee sourced from the world’s finest coffee supply and is naturally decaffeinated. The arabica coffee used in the Decaf Italian is roasted according to the specific Starbucks Roast profile to deliver the aroma, body and rich flavor expected from Starbucks brewed coffee. It can be made by adding hot (or cold) water, which brews the coffee in an instant.
“Many of our customers have been surprised and impressed to learn they were drinking instant coffee,” said Cliff Burrows, president, Starbucks U.S. “We are encouraged by our early results and positive response from both our customers and our partners. Our reinvention of this category has given us the ability to create the authentic taste and quality of Starbucks coffee in an instant form.”
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