Starbucks instant coffee unveiled

The Seattle-based company will begin selling a "ready brew" coffee called Via at all of its U.S. locations in a move designed to tap a growing market for instant coffee.

(...) Starbucks said Via is made with 100% natural roasted arabica coffee and that it took 20 years to develop "a proprietary, U.S. patent-pending microgrind technology" that preserves the taste of fresh coffee.

To help get Via off the ground, Starbucks said it will offer customers the chance to taste it at U.S. stores from Oct. 2 to Oct. 5. Customers will also be given a coupon for a cup of brewed coffee on their next visit and $1 off on a purchase of the instant brew.

Via is sold in packs of three cup-sized servings for $2.95 or $9.95 for a 12 pack. That makes for a cost of $1 per cup, which is Starbucks' cheapest option.