Pledging “this is not your grandmother’s instant coffee,” Starbucks Corp. said Tuesday it would roll out its VIA Ready Brew product nationally with a taste-test challenge for consumers in stores across the United States and Canada. Starbucks chairman and chief executive Howard Schultz said the rollout would “transform the coffee industry” and give the global coffee chain a slice of the $21 billion instant coffee market — representing about 40 percent of overall coffee sales — without ...
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Contact: Desiree Torres Desiree.Torres@penton.com