Starbucks Launches Naturally Flavored VIA Coffees

Expands presence in $377 million flavored coffee market in the U.S. with new natural flavors.

August 31, 2010

SEATTLE - Starbucks announced earlier this week the introduction of Starbucks VIA Flavored Coffee in U.S. and Canada stores this fall.

The ready-brew flavored portfolio will be offered in four varieties: Vanilla, Mocha, Caramel, and Cinnamon Spice, all that use only natural flavors and other natural ingredients, including natural cane sugar as a sweetener.

"We know 60 percent of our customers drink coffee with flavor, and now they will have access to high-quality Arabica coffees with natural flavors as only Starbucks can deliver," said Annie Young-Scrivner, Starbucks chief marketing officer. "The launch of Starbucks VIA? Flavored Coffees demonstrates our drive to inject innovation into the coffee category, deliver products our customers are looking for, and allows us to grow the business globally."

With approximately 11 percent of American households purchasing flavored coffees, Starbucks is charging into the $377 million flavored market, trying to capitalize on the initial success of its VIA brand. Earlier this year, it launched Starbucks Natural Fusions, a ground flavored coffee that is sold in grocery stores and at large retailers.

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