Starbucks VIA Ready Brew House Blend and Breakfast Blend Hit Grocery Shelves in the U.S.

SEATTLE, October 12, 2011 - Marking the two-year anniversary of the Starbucks VIA® product line, the company (NASDAQ:SBUX) today announces the availability of Starbucks VIA® Ready Brew in House Blend and Breakfast Blend at select grocery stores across the U.S. The introduction of the new instant coffee varieties further reinforces Starbucks global coffee leadership and its commitment to offering customers high-quality coffee wherever they go.

"Starbucks VIA® Ready Brew in House Blend and Breakfast Blend are our top selling coffees and we are pleased to bring customers the same great quality and taste in a single premium cup," said Jeff Hansberry, president, Channel Development. "When we first brought Starbucks VIA® to the coffee aisle in grocery, customer reaction was immediately positive. Based on quick adoption and high repeat sales rates, we continue to expand the portfolio."

Both Starbucks VIA® House Blend and Breakfast Blend are made using 100 percent high-quality arabica beans that deliver the flavor expected from a cup of Starbucks® coffee. As a convenient and easy option for a fresh-brewed cup of Starbucks® coffee at home or on-the-go, Starbucks VIA® House Blend and Breakfast Blend are available in pre-portioned single-serve packets – just add hot water. The suggested retail price is $7.99 (U.S.) for an 8-pack, making a great cup of Starbucks® coffee available for less than $1 each.

Starbucks® House Blend is a signature coffee blend with its balance, flavor, body and acidity neatly combining so that no single characteristic dominates, and creating a vibrant and clean cup of coffee that is distinctively Starbucks. Light-bodied and lighter roasted, Starbucks® Breakfast Blend is made with Latin American coffee beans. The mild, clean flavor sparkles upon taste with high acidity and finishes with a palate-cleansing tanginess for a fresh start to the morning.

The Starbucks VIA® Taste Promise

Starbucks also announces the return of the Starbucks VIA® Taste Promise, encouraging coffee drinkers to discover the great taste of Starbucks VIA® Ready Brew. Now through Dec. 31, 2011, if customers are not satisfied with the taste of Starbucks VIA® Ready Brew, Starbucks will send them a free 12 oz. bag of ground Starbucks® House Blend.* The Starbucks VIA® Taste Promise stands by Starbucks belief that, with Starbucks VIA® Ready Brew, customers can enjoy a great premium single cup of instant coffee on-the-go. For more information about Starbucks VIA® and the Starbucks VIA® Taste Promise promotion, visit

Two Years in the Marketplace

Within two years, Starbucks VIA® Ready Brew has redefined and reenergized the $22 billion instant coffee category. Today's announcement marks the twelfth Starbucks VIA® product in the portfolio, which has expanded the product line beyond the original Starbucks VIA® Colombia and Starbucks VIA® Italian varieties to include Starbucks VIA® Decaffeinated Italian Roast, Starbucks VIA® French Roast, Starbucks VIA® Iced Coffees and Starbucks VIA® Flavored Coffees as well as Starbucks VIA® Christmas Blend and Starbucks VIA® Tribute Blend™ seasonal offerings. Starbucks VIA® Ready Brew is available in more than 70,000 points of distribution globally and reinforces the company's view that Starbucks VIA® will become another US$1 billion Starbucks brand over time. Since its launch in September 2009, Starbucks VIA® has surpassed the $200 million mark in global sales (as of March 2011).

In September, South Korea, Indonesia, Malaysia, Singapore, Thailand and Australia joined Canada, China, Japan, the Philippines, the U.K. and the U.S. in offering Starbucks VIA® Ready Brew, effectively doubling the number of countries where Starbucks VIA® is available.

*Available on all packs of Starbucks VIA® Ready Brew except 3, 10, 24 and 50-packs; ; Proof of purchase and UPC required in addition to completed form online at Expires Dec. 31, 2011.

About Starbucks Corporation

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


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