Starbucks launches instant coffee VIA Instant Brew in Singapore

By Kacey Culliney

- Last updated on GMT

Related tags Southeast asia Indonesia

Starbucks Coffee Company has announced an expansion plan throughout Asia to sell its Starbucks VIA Ready Brew, an instant coffee packet allowing consumers to make their own Starbucks coffee.

President of Starbucks Asia Pacific Jinlong Wang said: “We see immense opportunity for Starbucks VIA in Asia, especially with the popularity and significant size of the region’s instant coffee category. We are confident that it will create new market demands for premium single-serve coffee to enjoy at home or on-the-go.”

Starbucks VIA Ready Brew launched in September 2009 and has since reached global sales of over $200m. The instant coffee product has already been launched in China, Japan and the Philippines. The latest expansion will see Starbucks VIA Instant Brew available not only in Singapore but South Korea, Indonesia, Malaysia, Thailand and Australia as well.

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