When I was wee there was a television advert for this product in which a person had a fistful of coffee beans. They proceed to shake their beans in their hand and when they opened their fingers the beans had been transmuted into instant coffee granules. I always wanted to be able to do that. Later I tried the product in a Denby Arabesque cup. This seemed to create exactly the right balance of ingredients and I was somewhat taken with the flavour. However, in no other cup or mug does it ever taste as well. I have occasionally in recent years tasted some instant coffee made with Nescafé. If I am honest I would advise you to stick to espresso-based products using freshly ground beans. There is a world of difference. If you really have to drink instant coffee, or you want to establish a small supply in your grocery cupboard to provide for emergencies, I suggest Nescafé Gold Blend. That produces a passable result but you will have to stir it about forty times! Incidentally, don't forget that the famous 'romantic' ads in the 1990s were beloved of Stanley Kubrick and appear to have influenced him in conceiving the visual style of Eyes Wide Shut. On another note, if you are in the Mediterranean and ask for a coffee you will often be asked (instantly (get it?)) 'Nescafé????' There is some kind of strange assumption that this is what you want. Bizarrely, when they make it there it always tastes good. Perhaps this is a conspiracy?