Every time I’m in the grocery store, or any other…
If you want your coffee cheaper and quicker than your local Starbucks barista can pour it, keep your eyes peeled for a new offering from the coffee chain. Starbucks is planning to launch an instant version of its coffee in the not-too-distant future. The instant coffee – which Starbucks reps say replicates the taste of its fresh-brewed drip – has been in development for 20 years and is being produced by a company called Via. Reportedly, the instant coffee will sell at its cafes for $2.95 for a pack of three, and $9.95 for a pack of 12.
This might not be the best time for Starbucks to release another supermarket type of coffee, since their preground coffees did not fare well in a recent Consumer Reports taste test. That said, instant coffees (like Nescafe) are very strong internationally, so it’s entirely possible that even if the product isn’t a big success in the US, it could still be a success for the company in general.
There’s no release date scheduled for the instant coffee, but CEO Howard Schultz has said that the product will get a significant marketing push when the time comes.