Nestle developed a new process for dehydrating concentrated coffee which vastly improved quality. In entailed spraying a fine mist of solution into a heated tower where droplets turned to powder almost instantly. They then added carbohydrates in form of dextrose, dextrin and maltose which helped preserve flavor.

Nestle struggled to come up with a name for this new product which would inspire public to buy it. They combined word Nestle and Italian word for coffee, caffee, or café in hopes that Italian inference would create an aura of romance and capture imagination. Apparently it worked; through an aggressive, and expensive, ad campaign that targeted American housewife Nescafe became a huge success for Nestle and doubled its global market share.

WWII rebounded country from depression and did much to further Nescafe name as instant coffee became a staple of soldiers’ ration kits.

While instant coffee accounts for only about 25% of coffee sales world-wide. Nescafe is bar far dominate player in arena. Nescafe remains second most recognized brand name in world, second only to Coca-Cola.

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