Soluble coffee accounts for about a quarter of the beverage consumed globally, according to Brazilian Instant Coffee Industry Association, and that number is rising. "People often think that people have stopped drinking instant coffee because we have so much specialty coffee in abundance today," said coffee expert Jake Leonti at food and beverage consulting firm F+B Therapy. Known for its affordability and convenience, instant coffee is known as the black sheep of the coffee world. And yet 6,100 cups of Nescafé instant coffee are consumed every second, according to the company, Swiss-based food giant Nestlé's largest coffee brand. Worldwide one in seven cups of coffee consumed is a Nescafé.

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Persons: Jake Leonti Organizations: National Coffee Association, Overseas, Instant Coffee Industry Association, CNBC Locations: Swiss, Vietnam, Brazil