While this may make Starbucks less sexy, some would say that ship sailed a long time ago as indie and locally-owned cafés became more popular despite the sometimes higher prices. Recent forays into technology, such as the Starbucks app that makes it possible to buy coffee from a cell phone, have made the chain convenient in other ways. Starbucks has also begun reaching more aggressively into the homes of customers. The company combined convenience and the push for brand loyalty with its instant coffee line in 2009, which is available both from its website and in supermarkets. The company has sold coffee at its cafés since its inception, but the move into supermarkets in 1998 thanks to a partnership with Kraft Foods