Product Concepts I

After just few weeks of introducing its new product Starbucks Via Ready Brew, the company is announcing a decaf option starting November 17.

The instant coffee Via exceeds its expectation. In addition ,

Progressive Grocer in their annual 2009 Editor's Pick called the newest Starbucks product "The Best New Consumer Product".

The new Via Ready Brew Decaf Italian Roast will be introduced on November 17, just before the Holidays. The new product is made from the same high quality arabica coffee, being roasted to the specific Starbucks Roast profile to deliver the aroma, body and rich flavor.

Starbucks Via Ready Brew has been voted "Most Innovated New Product of the Year" by Allegra Strategies in the U.K, and "Best New Consumer Product" by Progressive Grocer magazine in the U.S. These positions place the product as a leader in the instant coffee market.

The new Via ready Brew Decaf coffee will be sold in single packets and is packaged in books of three or boxes of 12. The costumer will pay $2.95 for a three-pack, and 10.95 for a twelve-pack.

The company gives costumers the possibility to have a Starbucks coffee for less than $1. As the tests showed, the majority of the costumers couldn't recognize the difference between the Via instant coffee and the regular Starbucks coffee. It's interesting to see if the product will bring the maximum profit, as the CEO said that Via product represents a business of $21 billion.