Those who wish for something that will hide the taste of coffee will prefer the latte, and those who crave the taste of coffee will lean toward the Via. The rich, silky, and sugary mouthfeel of the latte greatly differs from the thinner consistency of the Via, even though the beverages were made from the same type of milk. This is mostly due to the sugar content. The Via contains about half the sugar, enabling the roasted flavor of the coffee to shine through. The latte, while bolder in its pumpkin spice flavor, only retains a faint earthiness from the espresso shot because it's so sugar-laden.