updated 8/3/2010 3:17:41 PM ET 2010-08-03T19:17:41

Starbucks Corp.'s Via instant coffee has hit $100 million in sales since its debut 10 months ago.

The coffee giant said in a news release Tuesday Via now has a 30 percent market share of the $330 million premium single serve/pod coffee category.

CEO Howard Schultz said the company was pleased with the fast pace of sales.

The company rolled out the product in the U.S. and Canada last fall, and recently added iced coffee to the line.

Starbucks is trying to grab more coffee drinkers — wherever they are — to help boost business as it runs out of room to expand its coffee chain.

Via is sold by mass merchants and in Starbucks locations. Via is now available at about 37,000 locations in the U.S., including 25,000 retailers such as Target.

By the end of fiscal 2011, Starbucks expects to have Via in 40,000 locations.

Copyright 2010 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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