COFFEE

Instant (or soluble) coffee has been widely used for decades because of its convenience. During the height of its popularity in the 1970s, nearly a third of the roasted coffee imported into the United States was converted into an instant product, resulting in annual sales of more than 200 million pounds. Today, about 15% of the coffee consumed in the United States is prepared by mixing instant granules with hot water, either at home, in offices, or in vending machines. Furthermore, development of good quality instant products has helped popularize coffee in cultures that historically drank tea.

Since its invention, researchers have sought to improve instant coffee in a variety of ways. Manufacturers have tried to develop treatments that will make a jar of instant coffee smell like freshly ground coffee when it is opened. More modern manufacturing processes make instant coffee granules that look more like ground coffee. Finally, a major goal has been to produce an instant coffee that tastes as much as possible like the freshly brewed beverage.

The primary advantage of instant coffee is that it allows the customer to make coffee without any equipment other than a cup and stirrer, as quickly as he or she can heat water. Market researchers have also found that consumers like making coffee without having to discard any damp grounds. Some coffee drinkers have become so used to drinking instant coffee that at least one manufacturer found in taste tests that their target audience did not even know what fresh-brewed coffee tastes like.

Instant coffee particles are hygroscopic—that is, they absorb moisture from the air. Consequently, they must be packaged under low humidity conditions in a moisture-proof container to keep the product dry until purchased and opened by the consumer. Also, to prevent loss of aroma and flavor, the product is packaged in a low-oxygen atmosphere (usually carbon dioxide or nitrogen).

The Future, since the introduction of General Foods International Coffees in the 1970s, instant coffees have been available in flavored varieties. Recent innovations include instant mixes for latte and mocha beverages. Maxwell House is test marketing an instant iced coffee product in vanilla, mocha, and original coffee flavors.