Starbucks is to sell its Via instant coffee across all its UK stores, following a trial in London.
The omnipresent coffee chain will sell Via nationwide from Monday, backed by rare forays into print and online advertising.
“It took us by surprise, the extent to which Via exceeded its targets last year,” UK marketing chief Brian Waring told the Financial Times.
He said consumers went from buying mainly three-packs to larger packs over the course of the trial in 32 London outlets, with 12-packs accounting for 80% of sales by the end of the year.
“That demonstrated to us that the consumer response and satisfaction was driving demand and repeat purchase,” he said.
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