Starbucks to Sell Instant Coffee

LOS ANGELES (Reuters) — Starbucks is moving into the instant coffee market as it works to shake off its reputation as a seller of expensive coffee drinks.

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The company, based in Seattle, plans to unveil Via instant coffee on Tuesday and make it available next month.

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Starbucks says Via was in development for 20 years and replicates the taste of its coffee. Three single-serve Via packets will cost $2.95, and 12 packets will be $9.95.

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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, including Nestle, the maker of Nescafe, and Kraft Foods, the maker of Sanka.

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Instant coffee, which Starbucks says has a $17 billion global market, was more popular decades ago in the United States and remains a staple in parts of Europe and Asia.

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“Starbucks is trying to go where the customer is,” Tom Forte of the Telsey Advisory Group said.

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Starbucks is “giving a customer an opportunity to experience the brand at a lower price point,” Mr. Forte said. “The company is being aggressive in trying to generate sales in an increasingly weak economic environment.”

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Since its business began slowing in late 2007, Starbucks has closed more than a thousand stores, cut staff and reworked its menus.

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Last year, it rolled out loyalty programs and began offering discounts on purchases — particularly during its slow afternoon hours.

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Sharon Zackfia, an analyst at William Blair & Company, said she would keep her expectations in check.

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“I don’t think it’s going to move the needle much one way or another,” she said.

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