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Starbucks Will Sell Instant Coffee

Will You Buy Starbucks's New Instant Coffee Packets?

In what Starbucks CEO Howard Schulz calls a "transformational event in the history of the company," packages of the brand's instant coffee will be sold in some stores beginning next month. The line of instant brew will be called Starbucks Via and it will be marketed with the idea that customers will be able to have a cup of Starbucks for under $1 (a pack of three will cost $2.95, and a 12-pack will sell for $9.95).

The move coincides with release of the stereotypically pricey company's version of a value breakfast meal, and it appears Starbucks's momentum to change its image is going strong. Will you buy the new instant coffee, or do you think it's going to be another failed attempt at luring customers back into Starbucks's struggling stores?


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