I couldn’t believe my eyes when I read that Starbucks is going to release a new line of coffee. You know how I love Starbucks coffee and more often than not, I would walk over to a Starbucks even if there is another coffee shop nearby. But soluble coffee? It is just a pretty name for instant coffee.
Yes, you read that right. Starbucks is coming out with a line of instant coffee. What in the world are they thinking? Fast Company reports:
But that didn’t stop America’s largest coffee chain from launching VIA Ready Brew, a new line of instant – excuse me, “soluable” – coffee that hits U.S. stores March 3.
The brew comes in two flavors, Colombia and Italian Roast. It’s also packaged with typical Starbucks panache: On the back of each three-serving pouch ($2.95), a quote reads, “Never be without great coffee.”
I am really quite pessimistic about the whole thing. But Fast Company did a blind taste test, which gave very suprising results. This is what they had to say about Starbucks VIA – Columbia (instant coffee):
It came from coffee powder and hot water. And yet, somehow, this brew garnered all-positive reviews. Tasters raved about its flavor (“balanced, not bitter”), texture (“by far the smoothest”), and aroma (“smells like fancy coffee”). And one called it – irony alert! – “better than the coffee you buy in Starbucks.” ’Nuff said.
All I can say is WOW. Either this instant coffee is really that good OR coffee shop brewed coffee is bad. I’ll wait to try it for myself.
Originally posted on February 28, 2009 @ 1:20 pm