Report: Starbucks to Test Instant Coffee

Starbucks Corp. is poised to launch an instant, "soluble" coffee product called Via, Advertising Age reported on Thursday.

Citing three executives familiar with the matter, the report said the new product is backed by CEO Howard Schultz and will be supported by significant marketing.

Starbucks reportedly will begin testing the coffee, which one person close to the project called "a breakthrough in soluble coffee," by selling it in Starbucks cafes as early as next month.

Starbucks has scheduled a Tuesday news conference, which will focus on "innovation, competition and value."

Instant coffee products such as Nescafe were popular decades ago in the United States and remain popular in India, England and other countries.