My wife was complaining that there isn't a good instant coffee out there and then I was reading Peter King's Monday Morning Quarterback (he's a huge coffeeholic) and he mentioned Starbucks VIA and how good it was. So I proceeded to buy the Italian Roast and the Columbian. Have to say I was quite impresses as was my wife. It's expensive for instant (about a buck a cup) but if you need to just make one cup when a guest comes over or just for yourself it hits the spot!!!! The Italian Roast is the one we prefer, has some good flavour and kick to it.