Starbucks Chief Executive Howard Schultz shows off the new Via brand instant coffee products in Tokyo. Starbucks on Wednesday started selling Via at its 870 stores in Japan and will eventually expand distribution to grocery shops and other retail channels. Schultz said Starbucks has made subtle changes to tailor Via for Japan: The suggested serving size is smaller than in the U.S. because Japanese don't drink as much in one sitting, and it used a check mark on the packaging instead of "X" on packages in the U.S. because "X" has a negative connotation in Japan. A box of three Via sticks costs 300 yen, or 100 yen per cup. A box of 12 sticks will sell for 1,000 yen. It comes in two flavors -- Colombia and Italian roast.© Japan Today
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