Starbucks VIA® Is Not Instant Coffee As You Know It

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Business Insider welcomes Starbucks VIA® as our sponsor. Like Business Insider, Starbucks VIA® aims to deliver a time-sensitive, high-quality product you can enjoy any time of night or day.

Starbucks VIA® is not instant coffee as you know it.  It is rich, flavorful coffee in an instant. Starbucks® has found a way to offer a truly great cup of coffee that you can prepare by just adding water. Other instant coffees taste flat and lifeless. Starbucks VIA Ready Brew® is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love.

It’s made with the highest-quality, ethically sourced 100% arabica beans. The magic is in a proprietary, all-natural process that Starbucks® spent years perfecting. Starbucks® microgrinds the coffee in a way that preserves all of its essential oils and flavour. No other coffee company takes this step, and it makes all the difference.

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