[Mrs. White, indeed. Life, October 20, 1972. Click for a larger, milder view.]
I found this advertisement while thinking about instant coffee in jars, now nearly vanished from American supermarket shelves. I like the remark from one of the Maxwell House tasters (second small photograph from the left): “It tastes more like coffee.” Well, yes, if you are an instant coffee drinker to begin with (as the participants in this study were), you would expect coffee to taste like instant coffee.
In 2014, Smithsonian looked into instant coffee’s history and prospects: “Is There a Future For Instant Coffee?” There is. The Washington Post covered the same ground(s), with charts: “Almost half of the world actually prefers instant coffee.” The Post’s conclusion: “The only real exception to the instant coffee craze is the U.S.”
All OCA coffee posts (Pinboard)
Thursday, March 2, 2017
By Michael Leddy at 8:16 AM