Starbucks Via
Launched: March 2010
Via represents not only Starbucks' first foray into instant, but also its first appearance in mainstream retail aisles. The single-serve sticks, which combine air-dried granules with fresh ground arabica beans that brew in the cup, first appeared in Starbucks in March and were rolled out to the mults four months later.

Available in Italian Roast and Colombia varieties (rsp: £1.39 for a three-pack and £2.99 for a seven-pack) and a decaf Italian Roast flavour (rsp: £3.49 per seven pack), Starbucks claims Via is the same high quality as its fresh ground coffees, although the price is considerably higher.

Nescafé Original 3 in 1
Launched: September 2010
Nescafé hopes to bring more young people into the instant coffee category with the launch of Nescafé Original 3in1, a pre-mixed blend of coffee, whitener and sugar. Launched this month in time for the start of the new university year, the coffee will be available in single sachets (rsp: 25p), aimed at the convenience sector, and a pouch pack of 10 sachets (rsp: £1.99), aimed at mults.

"We're providing a coffee that has a sweeter taste while delivering the boost and maturity of being a coffee drink," says Nestlé trade communications manager Graham Walker.

Tetley for Soya
Launched: July 2010
In response to the growing numbers of tea drinkers who prefer soya milk, Tetley has launched Tetley for Soya. The tea bags (rsp: £2.39 for 80 bags) contain a special black tea variety that creates a full-flavoured brew when mixed with soya milk.

"A lot of people put up with dairy milk just for tea. If you're told you shouldn't drink dairy you shouldn't have to," says Simon Attfield, customer marketing controller for Tata Global Beverages. But convincing consumers it tastes as good as normal tea is "a challenge", which is why Tetley is running sampling with Alpro.

Launched: June 2010
Having reached $20m sales in the US, Fairtrade tea brand Numi is pushing into the UK with listings in Ocado, Whole Foods Market and Harvey Nichols. The range of premium teas is priced between £3.49 and £4.25 and includes black, green and white speciality teas. Educating consumers about the pure sourcing and flavour profile of the teas will be key to Numi replicating its US success in the UK.

"We've got a tasting programme with Ocado and we're looking to target people who understand quality tea and are willing to pay for it," says Erik Bruun Bindslev, marketing manager for Numi in the UK and Europe.

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