For some reason I think of it as an older concept. Now Starbucks and coffee chains are popular.
Seinfeld on instant coffee https://youtu.be/uDrh5pujB9I?si=VdlVEREjMTNd2Bs7
Highlighting carlcook’s advice:
dissolve in cold water, ONLY THEN add hot water. The rationale behind it is that aromatics evaporate too quickly when the instant powder is infused with too/boiling hot water.
I feel like it’s 2 different market segments.
Starbuck and othes fancy coffee shop I am in town, look for clean toilets and wifi so I’d pay 10 € to get them
Instant I am camping, (and sometimes indoor without coffee machine) and want a coffee