Word: instants
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Dates: during 2000-2009
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...Israel biases floating through the ether—and that, of course, is its author’s name. Richard Goldstone, who headed the investigation, is himself a Jew. For some, a Jewish imprimatur emblazoned on an Israeli-criticizing report’s title page lends its contents some instant credibility...
...Could instant coffee make me happy? This is the promise held out by Via, the instant - sorry, "100% Natural Instant & Microground" - coffee just launched by Starbucks, which it promises tastes just like a fresh-brewed cup of its own java. (See pictures of Italian coffee...
According to Starbucks, the difference in Via instant is that, in addition to dehydrating a brewed reduction of coffee, it adds microground beans to add flavor and body to the finished product. It's meant to taste more like the cup you'd buy - and at $2.95 a three-pack, it had better. (My Folgers was $5.99 for a 60-cup jar, even at the usurious prices of a Brooklyn bodega.) The resulting coffee dust (more like espresso than the usual crystals) comes packaged in a sort of coffee Pixie Stix, premeasured. (See the top 10 food trends...
Maybe I was just remembering the flavor of old-fashioned instant coffee wrong? Nope. I took a sip of the Folgers - oh, sweet Jesus, it was worse than I remembered: like an evil madeleine, tasting of ground plastic and pencil leads and unwise life choices. (See 10 big recession surprises...
Nonetheless, I can't say I entirely get the point of Via as a product. I'm hard up thinking of many situations in which I would have long-term access to hot water and a buck a cup to spend on instant, yet would not simply go out and buy a French press. But clearly they exist. Myself, I'll soon be doing a home renovation that will leave me without a kitchen for several days, and I'm putting away my remaining Via for then...