Starbucks' instant coffee product Via is expected to be launched in Taiwan in 2011.
According to reports in Taiwanese media, John Culver, Starbucks' president for overseas market operation and strategy planning, said that the launch of Via will enable customers to enjoy a couple of coffee at any time, any place. This product has been launched in the U.S., Japan, U.K., and Canada, and will enter the Taiwanese market in 2011.
Starbucks' menus and operations in the mainland and Taiwan have much in common. Its many products launched on the mainland are also sold in Taiwan. The entry of the instant coffee product in Taiwan will have reference value for stores on the mainland.
Starbucks started to sell the instant coffee in the U.S. on February 18, 2009, and it was viewed as a measure to help the company get out of its crisis. Wang Jinlong, president for Greater China of Starbucks, said during an interview in July 2010 that the product is very popular in the U.S., U.K. and Japan, but he did not reveal when the product can be launched in mainland China.
Statistics in Starbucks' financial report for the third quarter showed that the company's net profit increased to USD207.9 million. By June 27, 2010, its quarterly sales increased by 8.7% to USD2.61 billion.