Starbucks’ New Instant Coffee Put to Taste Test

Starbucks’ New Instant Coffee Put to Taste Test
Ad Age Compares Packet Product to In-store Brew

By Ad Age Staff

Published: February 19, 2009

Starbucks’ new Via brand instant coffee is being launched this month.

NEW YORK ( — A panel of seasoned Ad Age newsroom coffee junkies surprised themselves Wednesday when they were unable to tell the difference between Starbucks’ new instant coffee and the chain’s in-store brew. The blind comparison taste test was conducted with some of the first samples of Via, the “soluble” powdered coffee Starbucks is launching this month. Watch the four-minute video of the test in progress.

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