#1 New Starbucks VIA Product Idea Coming Soon...Decaf!

You asked for it and today I’m happy to say it’s coming soon to a Starbucks store near you!  Introducing … Starbucks VIA™ Decaf Italian Roast - a rich, bold cup of Starbucks Decaf Italian Roast in an instant!  Starting on November 17, you will be able to pick up a 3-pack or 12-pack of Starbucks VIA™Decaf Italian Roast at your local participating Starbucks store (US only).

We use the world’s finest arabica beans to ensure every cup delivers a smooth, full-bodied flavor and aroma.

So now, whenever and wherever you crave the taste of Starbucks® coffee, you can have it – when you can’t make it to a Starbucks to pick up a decaf brewed coffee, when you want a single cup of decaf at home but don’t want to brew a full pot or when you find yourself without a delicious decaf coffee option.  There are plenty of other occasions for Starbucks VIA™ Decaf Italian Roast - feel free to share them in the comment stream below.

Thanks for your wonderful ideas around Starbucks VIA™ – keep them coming!  My team and I are excited to innovate with you around this new product.

Aimee

This blog was inspired by your idea - Decaf VIA!

PS - In addition to launching your decaf Starbucks VIA™ idea, We are currently working on these other Starbucks VIA™ Ideas from MSI - keep 'em coming!

 

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Suite2100
10/12/2009 7:44 AM

Amiee - thanks for the post - and certainly adding decaf is a welcome option. I prefer 1/2 caf and would really welcome a 1/2 caf Colombian option. Not sure if other folks would like it - but I would buy it. The promotions you are doing for VIA in the stores (discounts/bundles with drinks) are what made me try the product. I would not have tried it without this.

rpaul38
10/12/2009 7:51 AM

Cool! Will the decaf Via be all natural as well? I miss having a SWP coffee!

dyan2read
10/12/2009 8:08 AM

Thanks for thinking of your customers who like decaf (even if only in the evening)! Is it only going to be in Italian Roast flavor, or will you bring in a milder flavor? My idea is Guatemala Antigua. I've wanted a decaf in that blend forever! It's my favorite coffee Starbucks sells, but I'd like a decaf option.

SM4215
10/13/2009 9:52 AM

Hey Aimee! Thanks for listening to everyone's ideas! But what about us in Canada?? I know you felt our energy and passion about VIA when you came to Toronto!  I'm assuming it is just in such high demand that you can't roll it out all at once and you want to get it in customers' hands ASAP! When will you have enough to supply us up here!?? I would love to be able to tell my customers who are waiting for Decaf! -AJ-

tbc
10/13/2009 10:05 PM

Hey Aimee!  I am glad your are listening to customers who want Decaf but what about us that are diabetic.  How about more sugar free drinks.

Mistolover
10/13/2009 10:19 PM

I am excited for decaf VIA.  I travel to Africa a couple times a year and the one thing I really miss is a good cup of coffee.  It will be packed in my backpack my next trip! Thanks.

JulesV
10/13/2009 11:54 PM

What about decaf Frapuccino!  I have a really poor tollerance to caffeine, but cannot resist a caramel coffee frapuccino in the hot weather, but I do suffer badly afterwards due to the caffeine.  

Bring on the decaf option!!!

alysonhud
10/14/2009 3:40 PM

Love the idea of decaf.  I think you should make the via instant brew and sell it by the container rather then just the packs.  I understand the packs are pre-measured and perfect for on the go, but a container of it would be less waste and still faster then traditional brew coffee.  What do you think?

Stana2z
10/19/2009 8:33 AM

Awesome Amee!

Now that you will be having both reg and decaf instant, why not start putting it in hotels, especially ones with a Starbucks already on property?  Might make more $$$ and the bean counters always like that!

imdk01
10/30/2009 11:26 AM

Got the Decaf VIA sample in the mail today. Thank you, you guys are great.

Melody13
11/2/2009 7:09 AM

I haven't received the decaf Via sample yet, and I thought I did reply to that email. Oh well. Lots of people are crying out for decaf, so I'm sure 11-17 will make lots of folks happy. :-) (I'm not a decaf drinker).

droopydog
11/2/2009 6:22 PM

When will decaf VIA be available for sale on the web site?

SOUTHSIDE JIM
11/18/2009 1:18 PM

My wife picked up the 3 pack of decaf on her normal morning visit.

I like the convenience of having single serve, but the cost is a bit high.

Coffee is the best instant yet.


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