Who thought a make over on something like instant coffee would be a success? Starbucks has done it again! A few months ago, most of you likely noticed that Starbucks came out with a new line called VIA. They dressed it up in trendy cylindrical packages and covered their American stores floor to ceiling in the stuff. A new report written in the Wall Street Journal this week cites that Starbucks has reached the first quarter with the same sales growth since the end of 2008. The average customer's bill rose 4% primarily attributed to VIA. Even Starbucks corporation has been surprised at the American acceptance of VIA.
I decided to do a little experimenting of my own. Unfortunately, I am not well credentialed to do this type of testing because I do not drink coffee regularly and do not like coffee unless it is smothered in sugar, chocolate, and milk, but here I go anyway. My mom gave me a Starbucks gift card this Christmas (which made me SO happy!) and it came inside a VIA package. I have a pack of 3 VIA sitting in my kitchen, and this morning, I tried to make it. I think I am the only person in the world who read the instructions on the pack of how to do it! (It gets 5 stars for super easy.) I dumped out the cute package into my mug and was overtaken by the wonderful sensation of fresh ground coffee. Now I admit that I am NOT a coffee expert, but I know how traditional instant coffee smells from cooking with it previously and let me tell you, the smell is alive in the VIA package. As soon as I poured in the hot water, the entire kitchen filled with the smell of Starbucks. It was heavenly.
Being someone who has lived all over the world and seems to move way too often, Starbucks has a familiarity about it that I love. I know they are a giant corporation that make it difficult for small local businesses, and normally, I try to support as much local business as possible (myself having a small local business). However, to a nomad like myself, Starbucks creates a familiar atmosphere that reminds me of home. VIA brings this experience into my kitchen.
Now for the taste test, oh, yes, ah it tastes just like coffee - I will not be able to drink this. I try adding two tablespoons of sugar and chocolate chips thinking I might as well grab the brownies I made last night rather than drink this coffee!! With the sweet treats added, it is drinkable to me, but I would prefer the full mocha. Needless to say, VIA has not made me into a coffee drinker this morning, but it has a surprisingly fresh and delicious smell which my coffee drinkers - you know who you are!- may love. Convenient and affordable - of course Americans were going to like it! ;)
If you have tried VIA, leave your feedback here about your experience. Maybe some of our coffee experts can give us a better assessment.
Italian Roast Coffee.
Gift Set Includes:
• 12-ct. box VIA™
• 10-oz. VIA™
• VIA™ Extra Large
Nutrition from the dietitian
Blog of Abrea Nutrition.