I first thought it was ground coffee. As in green coffee beans roasted and ground. Not the usual commercial instant coffee which gone through brewing and crystallization process. Its elegant gold packaging was suggestive of the former. Gold is an expensive element and so any piece of jewelry made of it or has it is also expensive. Any object covered with gold inherits a premium look.
On the back label written “instant coffee finely ground roasted coffee”. I could not clearly see if the “instant coffee” is separated from the rest with a comma. Perhaps it is. It makes it two ingredient product with two same ingredients but passed through different process. Same coffee batch, divided, processed differently and mixed to certain ratio may result to a unique flavor. This time, their purpose was to add a natural brewed taste which is rather unique to instant coffee scene. I once said instant coffee taste was flat and boring. You too may say the same thing if you are a black coffee drinker.
On the other hand, it could be just one. Finely ground roasted coffee. Ground to fineness to point imperceptible to human tongue and remain suspended in plain hot water. In this case one heaping tablespoon per cup is not practical. It will be too strong and all the undesirable flavor will be into the cup. For enthusiasts, coffee preparation is a very delicate thing. Extreme care is taken to exclude unwanted flavor extraction. The product offset this problem by recommending only two grams ground per 100 ml hot water.
The product has hint of naturally brewed coffee. No visible signs of solid powder. Whatever the case maybe, solid is solid. It will settle to bottom after a while. Not unless they added minimal amount of finely ground.
Currently, preparing own brewed coffee is getting easier. There are cheap espresso machines out there. Espresso shots that can be done quickly with even cheaper machines. Filter drip brewer and table top grinders are even cheaper. Grinding can be done with regular blender or bullet type. There are growing numbers of small coffee processors. So fresh coffee grounds are accessible. Roasting coffee at home are become possible with small capacity roasters and diy setup. Huge companies have to do something with current trend.
Marvin is the lead chocolate maker of Ben and Lyn Chocolate Inc. Has strong background in food research and development. Occasionally conducts training and lectures. Lecturer of Cocoa Foundation of the Philippines. Do coaching and consultancy services on his free time.