Starbucks Rolls Out "Via" Instant Coffee Product in US, Canada
Starbucks hopes to steal huge market shares from Kraft and Nestle with the launch of its new instant coffee product called Via.
The coffee chain giant said that the new Via would give consumers a better choice when it comes to instant coffee as the company looks for improvements in its sales in the coming months.
Starbuck Corporation on Tuesday announced that will soon be coming out with new instant coffee products in the United States and Canada called, Via.
In an interview, Starbucks coffee company chief executive Howard Schultz said that they will launch on Tuesday a new line of espresso drinks for the masses in a bid to acquire huge market shares from the current leaders Nescafe and Sanka.
To date, express coffee market is worth $21 billion with Nestle and Kraft Foods leading the competition.
“We are now investing heavily on this product called Via. Perhaps this is the biggest investment we have made in the national scale,” Schultz said, adding that they are now looking for other ways and new products that would drive the coffee chain into its former status.
The launching will be simultaneous with a week-long advertising campaign and in-store taste tests for consumers in different retail stores in the US and Canada.
However, experts express doubt over the launch of Via, saying that a head-on competition with far less expensive and more familiar coffee products would certainly put burden to the marketing team of the company.
But Schultz stressed that it has no intention to compete with other existing instant coffee products nor it would cannibalize Starbucks’ market shares, adding that the higher-quality of the Via instant coffee would give consumers a better option to what is now being offered in the stores.
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