Industry News | January 3, 2011

Starbucks VIA French Roast Set to Hit Stores

Building on the popularity and momentum of the Starbucks VIA Ready Brew product line, Starbucks announced the availability of Starbucks VIA French Roast in all U.S. and Canada Starbucks stores beginning January 4. The introduction of the new instant coffee variety further reinforces Starbucks coffee leadership and its commitment to offering customers high-quality products at a good value.

“Starbucks French Roast is our best selling coffee and we are pleased to offer the same great quality and taste in a single premium cup,” says Annie Young-Scrivner, Starbucks global chief marketing officer. “Starbucks VIA French Roast will be available for our customers to enjoy at home, at work, or on the go—anytime, anywhere.”

Starbucks VIA Ready Brew French Roast, a special blend of intense, smoky flavors, is made using 100 percent high-quality arabica beans that deliver the flavor expected from a cup of Starbucks coffee. Starbucks VIA French Roast is a convenient and easy option for a fresh-brewed cup of Starbuckscoffee at home or on the go. Starbucks VIA French Roast is preportioned into single-serve packets—just add hot water. The suggested retail price is $9.95 (U.S.) and $11.95 (Canada) for a 12-pack, making a cup of Starbucks coffee available for less than $1 each.

From January 4–10, customers can also get any breakfast sandwich for $2 (plus tax) with the purchase of any handcrafted Starbucks beverage at participating U.S. stores. Customers can choose from a variety of sandwiches, including the Bacon, Egg & Gouda and the new Veggie, Egg & Monterey Jack Artisan Breakfast Sandwiches handmade from premium ingredients such as high-quality eggs, savory meats, gourmet cheeses, and wholesome bread.

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