Via, Starbucks' instant coffee wonder that brought in $100 million in 10 months and that CEO Howard Schultz says could hit the $1 billion mark just like Frappuccino, is expanding its flavor profile.

This fall, U.S. and Canadian stores will start selling vanilla, mocha, caramel and cinnamon spice flavors of Via, which come in small packets for single servings of instant coffee.

Flavored Via follows Starbucks' first steps into flavored coffee beans (vanilla, caramel, cinnamon) in June.

Sixty percent of Starbucks customers drink coffee with flavor, Chief Marketing Officer Annie Young-Scrivner said in a press release. That includes syrups, sauces, sprinkles, flavored creamers -- and the whopping Frappuccino market.

The same release says about 11 percent of U.S. households buy flavored ground and instant coffees, a market that A.C. Nielsen estimates is worth $377 million ($112 million instant, $265 million roasted/ground). That's a sliver of the $20 billion instant coffee market worldwide.