Starback's head flak, Vivek Varma wrote:We have been working on this project for over 20 years, and have a patent pending on the technology that enables us to absolutely replicate the taste of Starbucks coffee in an instant form. And as Howard has always said, "The proof is in the cup."

Martin wrote:I believe Starbucks can rise to the challenge of making an instant that is worthy of their name and up to their standards, and I have no doubt that it will be a better instant than their competitors. My new idea for a forum site is "Home Stirrer." Watch your back, HB!

Starbucks' instant coffee gamble wrote:Starbucks instant: Will it pass the taste test? The coffeehouse chain says it's a game changer - but analysts are skeptical.

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Analysts have been awaiting a turnaround concept from Starbucks for more than two years, ever since the company's profits started declining due to over-expansion and increased competition from McDonald's (MCD, Fortune 500) and Dunkin Donuts. Schultz's attempts to attract buzz with new products - Vivanno smoothies, Pike Place Roast, and, more recently, breakfast foods - have mostly fallen flat.

The new instant coffee, says UBS analyst David Palmer, may be more of the same. "It's no big deal," he says. "What's different about soluble coffee is that it's equated with poor quality."

Starbucks' claim that Via tastes just as good as brewed coffee will be put to the test soon enough. Coffee guru Andrew Hetzel, who owns a coffee consultancy called Cafemakers, is skeptical.

"I have an expectation of what it will be like, and I think it will be harmful for the brand," he says. "They're really looking to generate revenue in the short term to meet the expectations of investors."

The instant coffee market is a $17 billion global market