I was a coffee snob; I used to pay over $100 a month to get special kona shipped to me etc. (well, I still would if I could afford it). However, I felt it made no sense to waste great coffee on iced coffees, since they are diluted with, well, ice (and milk). Sure, you can go through all kinds of effort making special coffee ice cubes and coffee extracts; but really, at the rate I drink them down, that isn't efficient. I also wanted to find a decaf variant and, let's face it, any decaf is going to be a big downgrade in quality from the real stuff. So why pay a lot for "fancy" decaf?
I didn't like any of the instant coffees I tried; but picked this up one day at the local Walmart, with frankly serious doubts. I was surprised to find that it works well for me as a daily iced coffee option. I can whip it up in seconds, adjust the strength to my mood, and I don't have to stress about expensive coffee going to waste as the ice melts.
I have continued to use this since then. In particular I like that I can make it very strong if I am so inclined, as doing so doesn't exacerbate unpleasant flavors to the same degree that other instant coffees do if they are prepared more potently than recommended. It has a reasonably acceptable balanced coffee flavor, and it works well with any type of milk, including sweetened condensed milk for Vietnamese style iced coffees.
With the understanding that this is instant decaf coffee, I would suggest you give it a try if you are looking for something of this nature and have found that all of the popular brands are either lacking in flavor entirely, or are too bitter, sour, burnt, acidy, or tangy. It is inexpensive to try and, if you dislike it as a beverage, you can always reserve it to use for baking.
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