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Starbucks Via Instant Coffee Sales Reach $100 Million

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Starbucks announced yesterday that its Via instant coffee, which only launched in September, reached $100 million in sales. After shuttering over 900 cafes in 2009, last September chairman and CEO of Starbucks Howard Shultz called Via "perhaps the biggest opportunity" in company history, and it seems to be a bet that has paid off, what with grabbing 30% of the US market share of the "premium single serve/pod coffee category." The packets of powdered instant coffee are ostensibly greener than the non-recyclable coffee pods, so Starbucks has that going for them. Lazy America! Does anyone actually drink this stuff?

· VIA Ready Brew Hits $100 Million Sales Mark in First 10 Months [Starbucks]
· All Starbucks Coverage on Eater [-E-]

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