Starbucks VIA Ready Brew Now Available in Grocery Aisles, Total Availability Increasing to 37,000 Locations in U.S. by End of June


EATTLE–(BUSINESS WIRE)–Starbucks (NASDAQ: SBUX) announced today that Starbucks VIA® Ready Brew will be available in more than 37,000 locations in the U.S. by the end of June. The addition of 25,000 grocery, mass and drug accounts includes major retailers Kroger, Walmart, Safeway, Target, Costco and CVS. Combined with 12,000 retail and foodservice locations launched in September 2009, total distribution for the year will exceed Starbucks initial expectations.

“This marks a significant milestone for Starbucks as we meet customers where they are looking for great coffee; in our stores and on the shelves where groceries are sold,” said Starbucks chairman, president and ceo Howard Schultz. “We know people are looking for products that will make their lives easier and Starbucks VIA® is exceeding our expectations in customer adoption and performance and will soon be conveniently available in 37,000 locations across the country.”

“We’re excited to work with Starbucks to offer our customers additional options for convenient, high-quality coffee,” said Cindy Rantanen, vice president of grocery, Kroger. “We know our customers like Starbucks® coffee and we look forward to offering Starbucks VIA® to satisfy customers who also want a convenient option for their busy, on-the-go lifestyle.”

Starbucks VIA® Ready Brew is 100 percent natural roasted arabica coffee in an instant form that is rich and full bodied just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA® is made with a proprietary, U.S. patent-pending microground technology to preserve the coffee’s taste and quality. Available in Colombia and Italian Roast, as well as Decaffeinated Italian Roast, suggested retail price for Starbucks VIA® in the grocery aisle is $2.95 USD (3 servings) and $7.49 USD (8 servings). The suggested retail price of Starbucks VIA® Ready Brew Decaffeinated Italian Roast is $2.95 USD (3 servings) and $7.49 USD (7 servings).

Share a Mug of Starbucks VIA®

Starbucks VIA® comes in pre-portioned sticks making it portable and easy to share. This spring, Starbucks is making it fun to spread the word with a personalized “mug shot” campaign on Starting May 7, customers can personalize a virtual coffee mug by uploading photos from their computer or Facebook page, and adding their own creative phrases. The completed mug can be shared with friends or posted on Facebook. Customers who participate will receive a coupon for $1 off a package of Starbucks VIA®, while supplies last.

Just in Time for Summer – Starbucks VIA® Iced Coffee

Starbucks continues to create new ways and opportunities to enjoy quality Starbucks® coffee by adding Starbucks VIA® Iced Coffee to the Starbucks VIA® Ready Brew portfolio. With the same great flavor you would expect from Starbucks® brewed coffee, Starbucks VIA® Iced Coffee is a special blend of medium roast coffee made from 100% high-quality arabica beans. Lightly sweetened to create a perfect balance of coffee and pure cane sugar, Starbucks VIA® Iced Coffee is 100% natural roasted, with only 50 calories per 8 fl. oz. serving. Starbucks VIA® Iced Coffee will be available in late June in all U.S. and Canada company-operated and licensed stores, as well to U.S. customers online at

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About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at