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Nescafé is a soluble powdered coffee that became an American staple during World War II. [2] In 1965, Nestlé introduced a freeze-dried coffee brand called "Nescafé Gold" in Europe. [1] In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice. [2]
For the Panama-Pacific International Exposition of 1915 MJB created a temporary "ultramodern" coffee house featuring a giant cup and saucer on the roof with the illuminated word "WHY." [ 7 ] In the 1940s, MJB got endorsement from several of the industry’s glitterati, including the Cherokee Strip film stars promoting the brand. [ 8 ]