Today Starbucks introduced its latest offer—Starbucks VIA® Taste Promise— encouraging consumers to discover the taste of Starbucks VIA® Ready Brew. Starbucks VIA® is a natural roasted arabica coffee in an instant form that, according to the manufacturer «is rich and full-bodied just like a fresh-brewed cup of Starbucks coffee.»
Starbucks VIA® is manufactured based on U.S. patent-pending microgrind technology that preserves the coffee’s taste and quality.
Image: www.starbucks.com
In order to promote the product and convince more consumers it is worth trying, from now and until August 31, Starbucks will offer the customers unsatisfied with the new instant coffee a replacement — a free bag of ground Starbucks® House Blend (12 oz.).
Starbucks VIA® Ready Brew is an innovative coffee platform that recently exceeded $135 million in global sales for Starbucks since its launch. Starbucks VIA® Christmas Blend, released as part of the product line for Xmas season, beat all the expectations and showed a great demand.
«Our customers are looking for convenient, high-quality coffee solutions, and we have seen an increase in interest for instant coffee since we introduced Starbucks VIA® to our grocery shelves last year,” said Kelly Griffith, President Corporate Perishables for Safeway Inc. “The opportunity to try a new product backed by a Starbucks VIA® Taste Promise is a great way to introduce coffee drinkers to the new Starbucks VIA® Ready Brew format.»