The NESCAFɮ brand adorns the shelves of supermarkets all over the world. It?s a tried-and-trusted friend, one we turn to time and time again to share a cup with a loved one or to offer a delicious start to the mornings. It?s almost as if NESCAFɮ has always been there, a welcome familiar face, always ready to embrace us with the wonderfully rich taste we know and love. But it?s not always been a permanent fixture, and the history of NESCAFɮ is a story that?s made to be told. The story starts in 1929, when Louis Dapples, Chairman of the Board of Directors of Nestl? received a very special request from Brazil. In order to combat the enormous coffee surplus in the country, it was proposed that Nestl? create a coffee product that was quick to make and also reduced the amount of unnecessary waste from the coffee bean harvests. The initial idea was to manufacture a cube-shaped coffee tablet, one that simply needed hot water adding for an instant brew. However, after a significant amount of research, the initial tablet form proved to not be a viable option as the iconic flavour couldn?t be retained. With this idea ruled out, chemist, Max Morgenthaler, set back on the road to discovery. Morgenthaler had the idea of creating a powder rather than a cube, and he discovered that the flavour was best retained when carbohydrates were added to the product, producing a result much more similar to that of coffee beans. After 7 years of careful development, this soluble coffee was launched in Switzerland under the NESCAFɮ name. The new product was a hit from the get go, with the yearly reserves selling out in a mere 2 months. By 1940, NESCAFɮ was sold in more than 30 countries, spanning across all continents. But this is all just the start of the history of NESCAFɮ and exciting developments were still ahead? The outbreak of World War II was initially difficult for the NESCAFɮ brand, as it proved hard for the product to be distributed, which meant losing out on valuable custom from countries the brand was previously popular in. However, by 1941 NESCAFɮ managed to turn this around and instant coffee was included in the emergency rations of every US solider. When the war came to an end in 1945, NESCAFɮ , was added to CARE packages for the needy populations across Europe and Japan, which was a key point in NESCAFɮ history as it boosted demand to new levels.