Egoiste promises to revolutionize US instant coffee market
Only 7% of Americans regularly drink instant coffee, "but Egoiste is here to change that,” says Tim Bush, VP of Sales for Coffee Globe, which is launching the Egoiste European coffee brand in the US market in a bid to change perceptions that instant coffee is cheap and nasty.
"In Europe, the majority of people drink instant coffee and have strict standards for its flavor," he said. "Our hopes in bringing Egoiste to the US is to provide the gourmet taste of convenient coffee that is so loved by Europeans.”
Produced in Germany and freeze-dried through a proprietary process, Egoiste Café Noir is made with a blend of highland and lowland Kenyan Arabica beans.