Betty on the News: Starbucks Goes Instant?
The popular franchise is looking to dominate the instant coffee market
Eight months after Starbucks introduced its Via instant coffee in Chicago and Seattle, the corporation has decided to offer it to the rest of the country and Canada, starting Tuesday.
National television ads are supporting the major push along with large-scale distribution to roughly 1,500 sites outside its stories. Starbucks is hoping to put its name on the map in the $21 billion worldwide instant coffee market.
“Based on the success we’ve had, we feel strongly that we’re sitting on a very big opportunity,” Howard Schultz, CEO of Starbucks, said during a conference call with reporters. “What’s going to sell Via at the end of the day is that (it) delivers in the cup. Most people will not be able to tell the difference.”
Instant gourmet coffee? We can’t wait to try. (FOXNews.com)