Starbucks to launch VIA Ready Brew Coffee in the UK

8th March 2010, 12:43pm

Starbucks will today roll out its VIA Ready Brew Coffee across the UK after successful trials in the US and Canada and a pilot launch in London.

In a statement on its website, the coffee-giant says customers across the pond have "embraced" the new product and have become "repeat purchasers".

Starbucks CEO, Howard Schultz explained more: "Starbucks VIA continues to excite customers and represents a significant opportunity for the company to expand our reach through a broadened coffee portfolio. Consumers have quickly adopted Starbucks VIA as their coffee while on the go. Whether it is brewed as a single cup before leaving the house, while travelling, or at the office, customers have found it is a convenient solution."

From today customers in the UK will be able to buy the coffee, which Starbucks describes as
"a high-quality instant and micro-ground coffee".

Instant coffee makes up a majority of coffee purchases in many of the international markets where Starbucks has a retail presence, and represents more than 80% of coffee drunk at home in the UK.

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