Starbucks is about to launch an instant coffee.

Although the new product seems well-positioned for the current economy in which premium-priced coffee can be a tough sell, Via is not just a sign of the times. The instant product has been many years in the making and is designed to mimic the taste of store-bought Starbucks — the point the company is expected to make in its marketing for the brand.

"It's a breakthrough in soluble coffee," said a person close to the project.

Sanka you very much, Starbucks.