Thursday, February 12, 2009

Starbucks making instant?

Starbucks brewing up plans for instant coffee

February 12, 2009

NEW YORK — Starbucks Corp. said Thursday it will unveil a new instant coffee as part of its attempt to turn around sluggish sales and shed its reputation for pricey lattes.

The company has been working on the product for more than 20 years and has a patent pending on the technology that will allow it to "absolutely replicate the taste of Starbucks coffee in an instant form," spokesman Vivek Varma said in an e-mail to employees.

more here....


Not that I drink Starbucks regularly, but they've always held up their ideal of making fresh coffee from quality beans (you can debate the execution of these goals, but the company was responsible for creating the perception in the American consumer mind that coffee is a daily luxury and not some caffeine delivery system to be had for the cheapest price). With a move away from that freshness, we're getting one step closer to falling back into the coffee hell that has gripped this country for the past several decades.

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