This isn't coffee as you know it.

With Starbucks VIA™ you can enjoy a quick coffee at home or at work that’s as good as fresh-brewed Starbucks® coffee. This is 100% Colombian arabica coffee, ethically sourced. To enjoy it, all you have to do is tear open a pack and add water and stir. Then enjoy the rich, smooth taste, with that signature walnut-like flavour found in Starbucks Colombia coffee.

Your bold, sweet Italian Roast in an instant. Just tear open a pack of Starbucks VIA™ Ready Brew and add water. Stir, savour and enjoy. It’s not instant coffee the way you know it. This is genuine, dark-roasted Starbucks® coffee. 100% arabica and ethically sourced. There’s now an instant coffee that you can start a whole new tradition with.

We believe anytime is a great time for great coffee.
That’s why we are pleased to bring you Starbucks VIA™ Decaf Italian Roast, because now “anytime” includes those occasions when you want the taste of Starbucks freshly filtered coffee – but without the caffeine. Available from today in your local Starbucks store.

It is a proud day for Starbucks UK, as we are launching Starbucks VIA™ in all of our stores nationwide. We have spent years innovating and perfecting this coffee, so that you will never be without great coffee again.

Starbucks VIA™ is made with the highest-quality, ethically sourced 100% arabica beans (the same high quality as all our coffee). The finely-ground roasted coffee literally brews in your cup when you add hot water. It’s an easy way to enjoy the great taste of Starbucks coffee when you’re not near a Starbucks store.

We think Starbucks VIA™ tastes as good as our fresh filter coffee – don’t take our word for it though, come and join us in the Starbucks VIA™ Taste Challenge this weekend (12-15th March). We’ll be comparing our freshly filtered Colombia against Starbucks VIA™ Colombia – will you be able to tell the difference?

Did you know that coffee has its own musical profile? According to Professor Charles Spence at the Oxford University Psychology Department, it is possible to match particular flavours to sounds of a specific pitch, tone and even instrument. The Professor’s experiments discovered that people tend to match rich, dark tastes and flavours, such as coffee, with low pitched, woodwind and brass instruments.

Using these recommendations, we’ve had a special piece of music composed, called VIA Alle Undici, which complements our new Starbucks VIA^TM Italian Roast. Why listen whilst you enjoy a nice, warm cup of Starbucks VIA™?

Click here to play VIA Alle Undici

Why not join us in your local Starbucks next weekend, 12th to 15th March 2010, for the Starbucks VIA™ Taste Challenge?  We think Starbucks VIA™ tastes as good as our freshly filtered coffee. Don’t take our word for it though; we’ll be comparing Starbucks freshly filtered coffee against Starbucks VIA™ in your local store next weekend. Will you be able to tell the difference?

Get a free coffee voucher when you attend the Taste Challenge. It’s our way of saying thank you. (Even if you can’t tell the difference!).

Terms and conditions: one free coffee voucher per customer taking part in the Starbucks VIA™ Taste Challenge between 12th March and 15th March. Vouchers are available while stocks last. The voucher can be used to enjoy one Tall complimentary espresso based drink on your next visit. Full terms and conditions of the voucher can be found on its reverse.

Jess S., coffee master and store manager, London

As a true Starbucks fan, I am always excited to try anything that Starbucks creates. I am thrilled that Starbucks UK will launch Starbucks VIA™ Ready Brew, an amazingly innovative coffee that is going to make having a quality cup as easy as tear, tip and tap! To have the ability to offer customers great coffee when they cannot see us in store is fantastic. The Taste Challenge weekend (12-15th March) is a great chance for customers to try VIA™ for themselves and talk to their barista about having great coffee, anywhere.

Having sampled VIA™ with over 150 partners (employees) in the last week, I am certain that it is going to be another great coffee in our lives. Each person had the chance to pick their favourite and many reflected on how it would create additional coffee moments in their day, and the days of their friends and family. My personal favourite is the Bold Italian Roast with its rich flavour with a hint of sweetness. I guarantee you can find a sachet of VIA™ in every bag I own. (For those times when I need a Starbucks fix on the go!)

Can’t wait to see you in stores for the Taste Challenge next weekend!

The rich, full-bodied taste of Starbucks VIA™ can create more than just great coffee, you can explore incredible food recipes as well. From delicious desserts to savory snacks, coffee lovers are always finding new, tasty ways to include Starbucks VIA™ as that special ingredient in everyday cooking.

Who knew Starbucks VIA™ could inspire so many delicious ideas? Take a peek at the recipes below; you’re sure to find one you’ll love. And feel free to add a comment about how the recipes turned out for you, or even add your own Starbucks VIA™ recipe to the mix!