Starbucks has developed a decaf variety of it new instant VIA brand, the Italian Roast, and it will be available to purchase starting March 31. The new product will initially be sold only in the outlets of the company, but over some time it will be launched to the market in multiples.

In the beginning of March Starbucks presented VIA in the UK six month after introducing it in the U.S. and Canada. The company says that the new product is the «the first innovation in the instant category for decades.»

“We have already proven that we can innovate and build mutlibillion-dollar businesses and brands through our stores – success stories like our Frappuccino and Tazo brands demonstrate this. We will now leverage this experience and expertise to build new business and brands beyond out stores,» said Starbucks chief executive Howard Schultz.