Starbucks began selling its Via Ready Brew coffee from its stores throughout the UK this week.
The soluble coffee took 20 years to develop and contains fresh microground whole beans for a full-bodied taste and aroma. The single-serve packets are made with the same arabica beans used in all Starbucks coffee and come in two blends - Italian Roast and Colombia.
Starbucks goes so far as to suggest that Via is as good as its stores’ fresh filter coffee and will hold a Taste Challenge weekend in every store across the UK from 12–15 March, inviting consumers to taste and compare the two.
Alan Hartney, Starbucks UK and Ireland Coffee Ambassador said: “For more than 20 years, we have been looking for a way to offer Starbucks coffee quality and taste profile in an instant format and now we’ve cracked the code. I know our customers love coffee, and that they don’t want to settle for second best just because they’re in the office, away from home or in a hurry.”
Via will be soon be available on all easyJet routes following a successful trial and will be launched in supermarkets later this year.