I recently received an e-mail message from a visitor concerning "ready-to-drink" coffee and tea. I didn't know he was talking about self-heating cans. I thought he was talking about iced coffee, or cold coffee in a can. I plead ignorance – innovations like hot coffee in a can wouldn't appear as quickly in my neck of the woods, the Philippines, as they would in Australia or the United States.

Research – Cold Coffee in a Can

If you're familiar with the Starbucks Frappucino line, you're probably also familiar with other coffee brands in a can. I've been familiar with them since 1987, when I was stationed on Okinawa. In fact, the canned coffee brand I popped out of vending machines was UCC Coffee.

As you may have guessed, I wasn't impressed when I returned to the United States in 1988 and found iced coffee in the local supermarkets. It was already old hat to me. Even when the Starbucks coffee started appearing everywhere (in bottles), I was less than enthusiastic about it.

Research – Hot Coffee in a Can

Since I missed the big start of hot coffee in a can, I had to do some research and I didn't know where to start until my e-mail contact mentioned Hot-Can. It was interesting information, to say the least.

The idea isn't new. Self-heating containers have been around since before World War II. What's new is the technology behind it, which was only developed within the last decade. An eye-opening article, "Kitchen in a can for people on the go", explains it very well.

I didn't see any hot coffee in a can products before I moved away from the United States and I haven't seen any since arriving in the Philippines. This tells me that they're just barely taking off. Well, since Nestlé joined in, and Nestlé Philippines is a prominent company in the Philippines, I expect that I'll find these products somewhere soon, even if I have to look for them specifically.

Price Points

I don't know how much the hot coffee in a can sells for. Since I buy most of my food at the Royal Subic store at the Subic Bay Freeport Zone, I expect the price to be comparable to the prices in the US, Australia and New Zealand since they import from those places (among others).

It wouldn't do me any good to find the prices online – they may or may not even be close to what I would pay here. Nevertheless, I'm interested in taste testing some hot canned coffee as soon as I can.

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I spotted a news article and read various sources to discover that Starbucks will be rolling out with a new instant coffee called "Via Ready Brew" in the US and Canada during September. The price? While there is no firm price set, they plan to charge USD $2.95 for a "book" of three or $9.95 for a box of 12. Come again? There is no way on Earth I would spend that much for instant coffee, regardless of what brand it is.

A Mistaken Assumption?

Apparently, Via Ready Brew had a successful introduction in Seattle (the home of Starbucks) and some places in the state of Illinois. Each packet is equivalent to one cup of Starbucks coffee, making each cup of "instant coffee" more expensive than people pay for the current top brands.

I personally think they're assuming too much. After the novelty wears off, I'm guessing they'll have excess product on the shelves and will start putting it on sale just to clear their inventories. Even if they sell it in the regular Starbucks coffee shops, I predict sales will be lukewarm at best.

Why do I think this way? Most people who can afford to drink coffee at Starbucks are looking for hot coffee prepared in a unique way. They're not looking for instant coffee which won't be any better than the best instant coffee already on the market. Now, I don't know what the "best" instant coffee brands on the market are, but I'm willing to guess they're the most expensive brands found at grocery stores. I speak of brands like Folgers and Nescafé.

Folgers Coffee Crystals

I don't pay attention too much to names on the labels, but I can't help remembering the commercial advertisements on TV. Things like "it's mountain grown, the freshest kind" and "we've secretly replaced their gourmet coffee with Folgers coffee crystals" readily come to mind.

I don't know what the current price is, but I guarantee you it's a jar for less than $9.95 and a lot more than 12 cups.

Nescafé Taster's Choice

My parents always drank Taster's Choice instant coffee, long before I knew it was a label from Nescafé. They marketed it as freeze-dried coffee to seal in the flavor. Ho-hum, it doesn't taste any better than Folgers, but it's around the same price.

When I buy instant coffee, I buy Nescafé Classic, which is a coffee powder. It's around 30 cups for about $4.25 a jar. One of my relatives gave me a jar of Nescafé Red Cup, which is coffee granules instead of powder, but I really couldn't tell the difference in taste.

A Huge Instant Coffee Market

Who can blame Starbucks for trying to get a chunk of the $17 billion in annual revenue generated by instant coffee sales? I don't, but I think they're going about it the wrong way. Going up against the longtime favorites, two of which I mentioned, is going to be a difficult task at the prices they're planning to charge.

I'm no expert, but I believe most instant coffee buyers are grocery shoppers, not coffee shop regulars. Only time will tell, but I believe we'll see the results of their efforts within six months. Prices will either come down or sales will stop. That's my prediction and I'm sticking to it.

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