Starucks’ Via Esperanza
Blame it on the economy, but java giant Starbucks is getting into the instant coffee business. This week Starbucks CEO Howard Schultz — who recently returned to the embattled company he founded — declared he’s entering the $17 billion instant coffee market with VIA, a new “soluble coffee product” (nice wording). Via has been a long time in development and is the result of years of secret research by Starbucks R+D team. Remember: The Starbucks folks take this stuff very seriously — and with good reason. Those frosty Frapppuccinos bring in $2 billion a year. Each Vis serving will run $2.95 with a take-home 12 pack for $9.95.