New York, Feb 17 - Starbucks Corp, whose chief executive is trying to fight "misperceptions about affordability" for the coffee chain's brands, will unveil on Tuesday its new "Via" instant coffee that will sell for less than $1 per cup.

The company, which recently announced another round of store closures and job cuts, will begin selling Via next month. A trio of single-serve Via packets will sell for $2.95 and 12 packets will be priced at $9.95.

Analysts said the move is a bid by Starbucks to capture more business outside of its cafes. The company already sells prepared drinks, bags of ground coffee and other food items through grocery stores in the United States and abroad.

In January, Chief Executive Officer Howard Schultz told analysts that Starbucks is increasingly viewing such packaged food items as central to its business.

Starbucks said instant coffee sales come to about $17 billion globally. The drink is more popular in the United Kingdom, Japan, India and other areas than it is in the United States -- Starbucks' biggest market. Best-selling instant coffee brands include Nestle SA's Nescafe and Kraft Foods Inc's Sanka.

Since its U.S. business started slowing in late 2007, Seattle-based Starbucks has made plans to shutter about 1,000 stores worldwide, revamped its breakfast menu, announced discounted breakfast combinations, introduced new smoothies and other drinks, and rolled out loyalty and discount programs.

The company, which grew like gangbusters selling pricey lattes and other "affordable luxuries," has changed course since the world has caught an economic cold and is working to convince consumers that its products are a good value.

At the same time, competition is mounting.

Fast-food leader McDonald's Corp is rolling out its McCafe espresso drinks and Panera Bread Co, which has rolled out new coffee and breakfast items, is planning to test steel-cut oatmeal after Starbucks' instant oatmeal found success.