SEATTLE, October 12, 2011 - Marking the two-year anniversary of the Starbucks VIAÂ® product line, the company (NASDAQ:SBUX) today announces the availability of Starbucks VIAÂ® 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 VIAÂ® 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 VIAÂ® 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 VIAÂ® House Blend and Breakfast Blend are made using 100 percent high-quality arabica beans that deliver the flavor expected from a cup of StarbucksÂ® coffee. As a convenient and easy option for a fresh-brewed cup of StarbucksÂ® coffee at home or on-the-go, Starbucks VIAÂ® 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 StarbucksÂ® coffee available for less than $1 each.
StarbucksÂ® 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, StarbucksÂ® 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 VIAÂ® Taste Promise
Starbucks also announces the return of the Starbucks VIAÂ® Taste Promise, encouraging coffee drinkers to discover the great taste of Starbucks VIAÂ® Ready Brew. Now through Dec. 31, 2011, if customers are not satisfied with the taste of Starbucks VIAÂ® Ready Brew, Starbucks will send them a free 12 oz. bag of ground StarbucksÂ® House Blend.* The Starbucks VIAÂ® Taste Promise stands by Starbucks belief that, with Starbucks VIAÂ® Ready Brew, customers can enjoy a great premium single cup of instant coffee on-the-go. For more information about Starbucks VIAÂ® and the Starbucks VIAÂ® Taste Promise promotion, visit StarbucksVIA.com.
Two Years in the Marketplace
Within two years, Starbucks VIAÂ® Ready Brew has redefined and reenergized the $22 billion instant coffee category. Today's announcement marks the twelfth Starbucks VIAÂ® product in the portfolio, which has expanded the product line beyond the original Starbucks VIAÂ® Colombia and Starbucks VIAÂ® Italian varieties to include Starbucks VIAÂ® Decaffeinated Italian Roast, Starbucks VIAÂ® French Roast, Starbucks VIAÂ® Iced Coffees and Starbucks VIAÂ® Flavored Coffees as well as Starbucks VIAÂ® Christmas Blend and Starbucks VIAÂ® Tribute Blend™ seasonal offerings. Starbucks VIAÂ® Ready Brew is available in more than 70,000 points of distribution globally and reinforces the company's view that Starbucks VIAÂ® will become another US$1 billion Starbucks brand over time. Since its launch in September 2009, Starbucks VIAÂ® 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 VIAÂ® Ready Brew, effectively doubling the number of countries where Starbucks VIAÂ® is available.
*Available on all packs of Starbucks VIAÂ® Ready Brew except 3, 10, 24 and 50-packs; ; Proof of purchase and UPC required in addition to completed form online at www.StarbucksVIA.com. 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 www.starbucks.com.