The Dark Secret of Instant Coffee: How Nescafé Became a Global Phenomenon

The Rise and Fall of Instant Coffee

Hey there folks! It's me your feathery friend Donald Duck and boy do I have a quacktastic story for you! Did you know that instant coffee consumption in the U.S. has plummeted? According to the National Coffee Association only 4% of Americans are still choosing the quick and easy option. But hold your tail feathers because overseas it's a whole different story!

Soluble Coffee Takes the World by Storm

Globally soluble coffee is on the rise. In fact it accounts for a quarter of all coffee consumed worldwide as reported by the Brazilian Instant Coffee Industry Association. Featherin' fantastic huh? People might think that instant coffee is on its last legs but it's actually been growing steadily for the past two decades. Who would've thought?

Nescafé: The Black Sheep of the Coffee World

"Instant coffee? Blegh!" That's what coffee snobs would say. But hold on to your sailor hat because here's a shocker: 6,100 cups of Nescafé instant coffee are consumed every second! That's a whole lot of quacking caffeine folks. Nestlé's largest coffee brand has factories all over the world and with 180 countries in its clutches it sells like hotcakes. Or should I say like hot coffee!

The Secret to Nescafé's Success

So how did Nescafé become a global phenomenon? Well grab a cup of joe and join me on this adventure in Vietnam the second largest coffee exporter after Brazil. CNBC took a peek at Nescafé's operations there and boy was it eye opening. Discover the secrets behind this coffee giant's rise to the top and get a glimpse into the future of soluble coffee.