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Is instant coffee making a comeback?

As the cost of arabica and robusta has soared, instant coffee is regaining share in many markets globally – but can the oft-maligned category shake its reputation for poor quality? By Gabriela Kaneto

Detail from a 1940s Nescafé advertisement | Photo credit: Nestlé

As the cost of arabica and robusta has soared, instant coffee is regaining share in many markets globally – but can the oft-maligned category shake its reputation for poor quality? By Gabriela Kaneto

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