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Changing its ways
Reuters Published in The Saudi Gazette on 18 - 02 - 2009


Starbucks CEO Howard Schultz holds the Starbucks VIA Ready Brew product during a news conference in New York on Wednesday. Schultz is trying to fight “misperceptions about affordability” for the coffee chain's brands, unveiled on Tuesday its new Via Ready Brew instant coffee that sells for less than $1 per cup. It hopes to redifine its luxury image which the chain has become known synonymous with.

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