Starbucks' new VIA instant coffee has crossed the $100 million sales threshold 10 months after its introduction.
Market research firm SymphonyIRI Group rated the new product as a “mega hit” among new product introductions. VIA ranked in the top 3 percent of all new products with sales over $50 million, said the company.
The company’s research shows that 55 percent of VIA buyers drink the beverage at home. Twenty-five percent is consumed at work and 20 percent on the move.