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Thursday, 4th March 2010
In Business In Japan,

Starbucks to launch new coffee in Japan

Global coffee shop giant Starbucks has announced it is to launch its VIA Ready Brew products in Japan.

Following successful launches of the product in both the US and Canada, the firm will now roll out Starbucks VIA in Japan and the UK. Starbucks VIA is an instant coffee designed to appeal to busy people who are constantly on the go but do not want to sacrifice quality for convenience.

"Consumers have quickly adopted Starbucks VIA as their coffee while on the go. Whether it is brewed as a single cup before leaving the house, while travelling, or at the office, customers have found it is a convenient solution," said chairman, president and chief executive officer at Starbucks Howard Schultz.

Starbucks VIA has scooped a number of awards since its release, including the Editor's Choice Award from Backpacker magazine and Most Innovative New Product from Allegra Strategies.

There are currently 870 Starbucks outlets in Japan and instant coffee represents 63 per cent of the total amount of coffee sold in the country.

Written by Kimberley Homer.

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