In cities throughout the U.S., Starbucks Coffee Co. (Seattle) is introducing its new
“Via” instant coffee that will sell for less than $1 per cup. A trio of single-serve Via packets will sell for $2.95 and 12 packets will be priced at $9.95.
The instant coffee market accounts for a $17 billion global market and Starbucks sees this as an opportunity to stay viable during a time when fewer consumers are looking for a $4 coffee drink.
The company is also responding to customers’ budgetary concerns with a new selection of pairings each for $3.95, beginning in March. Available throughout the day, these pairings will combine a tall, handcrafted caffè latte or tall, fresh brewed coffee with some of brand’s popular breakfast items, such as its oatmeal, reduced-fat cinnamon swirl coffee cake and sausage breakfast sandwich, as well as two new artisan sandwiches.
“Our customers need to know that we are listening to them by making Starbucks an affordable everyday option,” says Michelle Gass, executive vp, marketing and category, Starbucks Coffee Co. “That they’re getting the world’s finest coffee, delicious food made with quality ingredients, and an experience they can’t get anywhere else.
Since its U.S. business started slowing in late 2007, Starbucks has announced plans to shutter stores worldwide, introduced new smoothies and other drinks, and rolled out loyalty and discount programs.