This seems wierd to me. It’s like they determined that because of a deep recession they are blowing up thier biz model. They decided to be mass market, hope they know what they are doing.
Starbucks plans instant coffee debut
By Lisa Baertlein
Filed Under: Beverages, Lifestyle & Leisure, Food, New Products, World Financial Crisis, Economy and Business and Finance
LOS ANGELES — Starbucks Corp. is moving into the instant coffee market as it works to shake off its reputation as a seller of pricey coffee drinks.
The Seattle company plans to unveil Via instant coffee on Tuesday and to make it available next month.
Starbucks says the new drink item was 20 years in development and replicates the taste of Starbucks coffee. A trio of single-serve Via packets will sell for $2.95 and 12 packets will be priced at $9.95.
The move pits the company, which already sells its coffee beans in grocery stores and in its own shops, against giant food sellers with established instant coffee brands. They include Nescafe maker Nestle and Sanka seller Kraft Foods Inc .