Via Ready Brew will be sold at Starbucks, Costco Wholesale, Target and REI stores, the Seattle Times reported Tuesday.
Via marks Starbucks' foray into the $20 billion instant coffee market, Starbucks Chief Executive Officer Howard Schultz said in a conference call.
"We're sitting on perhaps the biggest opportunity our company has ever had," Schultz said.
Via will be offered in two flavors and cost $2.95 for a three-pack and $9.95 for a dozen single-packet servings.
The instant coffee is named for its developer, Don Valencia, who died in 2007.
Starbucks said sales exceeded expectations in three test markets -- Chicago, Seattle and London.
Copyright 2009 by United Press International.
I rarely actually have
I rarely actually have coffee from Starbucks. I usually get frappuccinos or white hot chocolate or hot apple cider.
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