Editing Starbucks (section)

=== Instant coffee ===
In March 2009, Starbucks introduced a line of instant coffee packets, called VIA "Ready Brew".<ref>{{Cite news | url=https://www.nytimes.com/2009/02/18/business/18sbux.html | title=Starbucks Coffee, Now in Instant | first=Claire Cain | last=Miller | work=[[The New York Times]] | date=February 17, 2009 | url-access=subscription}}</ref> It was first unveiled in New York City with subsequent testing of the product also in [[Seattle]], [[Chicago]], and [[London]]. The first two VIA flavors include Italian Roast and Colombia, which were then rolled out in October 2009, across the U.S. and Canada with Starbucks stores promoting the product with a [[blind study|blind]] "taste challenge" of the instant versus fresh roast, in which many people could not tell the difference between the instant and freshly brewed coffee. Financial analysts speculated that by introducing instant coffee, Starbucks would devalue its own brand.<ref>{{Cite news | url=https://www.wsj.com/articles/SB125418430092348015 | title=Starbucks Takes New Road With Instant Coffee |last=Jargon | first=Julie | work=[[The Wall Street Journal]] | date=September 30, 2009 | url-access=subscription | issn=0099-9660}}</ref>