Starbucks sold $180 million in instant coffee last year--and it was in 5th place. Instant coffee, for as tongue-insultingly sickening it is in the face of real coffee (which can be made pretty darn easily and quickly!), has proven to be a tremendous, globally swaying product for decades.
But how do you innovate in such a field? Starbucks broke in with their Via line through brute force of brand. In an area dominated by giants, where every product is going to be inherently lousy , how can your smaller, inherently lousy product be designed to stand out?