Starbucks VIA® Series — From Coffee Essence to Tea Essence Matcha

Starbucks’ VIA® series was first introduced on April 14, 2010, with the launch of VIA® Coffee Essence. Designed to replicate the rich taste of Starbucks stores, this premium stick coffee debuted with two varieties: Colombia and Italian Roast. The name “VIA®” means “road” in Italian and also originates from the name of its developer, Don Valencia. In August 2011, the lineup expanded with the addition of Breakfast Blend, available in supermarkets and convenience stores.

In June 2016, Starbucks launched VIA® Tea Essence Matcha as a Japan-exclusive product, marking the beginning of the tea-type VIA® lineup. This product comes in a 17g × 5-stick pack (750 yen including tax). Simply adding hot water or milk creates a flavor reminiscent of the matcha tea latte served in Starbucks stores, with a well-balanced combination of bitterness and sweetness.

The ingredients are kept simple: sugar and matcha only. Manufactured by Kyoei Seicha Co., Ltd. at its Uji Higashiyama Factory in Kyoto, the product reflects a strong commitment to flavor and quality from one of Japan’s most renowned matcha regions. Each 17g stick contains 66 kcal, 0.8 g of protein, 0.2 g of fat, 15.7 g of carbohydrates, and 0 g of salt equivalent.

Customer feedback has been highly positive, with comments such as: “Perfect as a casual gift for coffee-loving friends,” “Easy to dissolve in hot water or milk and enjoyable across seasons,” and “Ideal for refreshing after work.” Reviewers particularly appreciate its convenience, flavor balance, and versatility in preparation methods, making it a popular choice both as a gift and for everyday enjoyment.