SEATTLE, August 31, 2009 - Starbucks Coffee Company (NASDAQ:SBUX) announced today that customers will be able to purchase Starbucks VIA™ Ready Brew at their favorite Starbucks location in the U.S. and Canada beginning Sept. 29. Starbucks VIA™ Ready Brew gives customers a 100 percent natural roasted instant coffee that is rich and full bodied like a fresh-brewed cup of StarbucksÂ® coffee and is the company's latest innovation.
Since its February debut, Starbucks™ VIA Ready Brew has been available in Seattle, Illinois, select London stores, and online at StarbucksVIA.com. Additionally, Starbucks VIA™ is sold on easyJet, the United Kingdom's largest airline, as well as at Costco and Target stores in Seattle and Illinois. In May 2009, Starbucks VIA™ Ready Brew was named "Most Innovative New Product of the Year" by Allegra Strategies, a UK research firm. This award, based on an industry-wide survey, positions Starbucks VIA™ to be a leader in the instant coffee market.
"Consumers have quickly adopted our instant coffee as their coffee while on the go," said Starbucks chairman, president and ceo Howard Schultz. "We were overwhelmed and humbled by the positive response from our customers and partners after tasting Starbucks VIA™. Whether it is brewed while traveling, at the office, or simply a single cup of coffee before leaving the house, customers have found it's a convenient solution."
Whole Bean - Brewing at Home
Each fall, Starbucks reconnects with its coffee roots. Marking the company's 38th anniversary, StarbucksÂ® Anniversary Blend (US$13.65 per pound SRP) will make its return to stores on Sept 1. Starbucks updated the packaging of 16 whole bean coffees offered year-round, making it easier for customers to discover their favorite coffees by adding tasting notes, flavor intensities, and stories about where coffees are grown. Customers will find the new packaging in Starbucks retail stores as well as in the coffee aisle of their favorite grocery store. Now, whenever a pound or more of StarbucksÂ® coffee is purchased from a grocery store, there is an attached offer for a free Tall (12 oz) cup of brewed coffee redeemable in all Company-operated Starbucks stores in the U.S.
With more than 30 various roasts and blends from the three top producing growing regions, Starbucks provides the broadest range of high quality coffee in the world sourced from Asia/Pacific, Africa and Latin America. For more information on the portfolio of coffees available from Starbucks, visit www.starbucks.com/coffee.
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.