Starbucks is to sell its instant coffee VIA nationally after a successful pilot in London.
From next Monday (8 March) the coffee giant will start selling VIA throughout the UK and will showcase the product at its UK cafes via a taste challenge from the 12 to the 15 March.
VIA will arrive in supermarkets and other retail outlets later this year backed by a marketing campaign.
Darcy Willson-Rymer, managing director, Starbucks UK & Ireland, said: “Starbucks VIA is the first innovation in the instant coffee category for decades and sales from our trial shows that customers who have tried Starbucks VIA are repeating their purchases.
“With instant making up more than 80% of coffee drunk at home in the UK, the opportunity to create a new premium segment in the market is considerable.”
