The first attempts to create instant coffee date back to the nineteenth century. For example, in 1890, New Zealander David Strang even received a patent for a similar invention. And at the beginning of the twentieth century, the Englishman George Constant Washington even tried to establish the mass production of such a drink.
But, the real "coffee revolution" was made in the thirties of the last century by the technologist of the "Nestle" company "Max Morgenthaler. And the reason for this was the plight of Brazilian coffee planters.
The unprecedented harvest of coffee in Brazil led to the fact that the prices for products fell sharply, the sellers of coffee were in a panic - the goods had nowhere to sell. And it was difficult to store coffee beans for a long time. The Brazilian Coffee Institute was forced to turn to the specialists of the Nestle company, literally begging them to come up with at least some way of long-term storage of coffee.
An employee of the company Max Morgenthaler, who had already worked on a recipe for instant coffee, became interested in the project. And then such a unique chance was presented! Morgenthaler, however, had a hard time - the management of his company soon lost interest in this unpromising, as it seemed, project and gave instructions to curtail the work.
Max had to deal with the creation of a recipe for instant coffee in his free time, buying coffee beans at his own expense. Two years passed, and Morgenthaler's work was crowned with success: on April 1, 1938, an unusual drink called Neskafe, a combination of the words Nestle and café, went on sale. Production was established in the small Swiss town of Orb.
During the Second World War, instant coffee began to be in great demand. It did not require special storage conditions; it could be cooked in a few minutes, even in the field. And after the war, such coffee became popular among young people, attracted by the low price of the drink.
But real gourmets of coffee could not get used to instant coffee for a long time, considering it low-grade, significantly inferior in taste to coffee made from ground beans. True, the Nestle company did not skimp on advertising, claiming that the taste of their product was "impossible to describe." In addition, stickers from coffee packages were exchanged for prizes, such as the famous red mug.
Advertising has done its job, the whole world is now willingly drinking instant coffee, made according to the recipe of Max Morgenthaler.