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You have to give them credit -- Starbucks is putting their money where their mouth is. The coffee giant is so convinced that consumers will embrace their new VIA instant coffee that they've issued a guarantee: If you don't like it, they'll replace it wth a 12-ounce bag of their house roast.
The company has been working hard to get coffee drinkers on board with their new brew -- this is a nation deeply scarred by bitter Sanka crystals, after all. But we've tasted it, and VIA actually tastes like ... coffee. They use arabica beans, but the real trick is the microgrind that transforms the beans into an aromatic powder with all of the oils and flavor intact. And if you try it and it's not your thing, now Starbucks will ensure you get your caffeine fix one way or another.
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2-02-2011 @4:34AM IsobelA said... I've tried this and didn't notice any difference between it and my usual instant coffee (Douwe Egberts). Then again, I think Starbucks coffee is by far the worst of the coffee chains and never go there anymore, so perhaps this is what their ground coffee tastes like!
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2-02-2011 @11:19AM Josh said... I too like this instant coffee. It needs to be at least half the price to be successful.
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2-02-2011 @11:38AM gobo said... It's already successful at its current price, really.
3-19-2011 @6:16PM JoAnne said... Your via coffee is too strong and too expensive for me to buy again. you give a guarantee but don't give directions on how you will honor it!
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