Mount Hagen Organic (Whole Foods) is acclaimed as the better coffee.
Gotta say it never occurred to me that someone would want gourmet instant coffe. But it makes sense if one is constrained to instant that they would want the best.
I must confess that Starbucks was a daily habit for me. Then we moved to a small town...no Starbucks. Via is the closest. I don’t like k-cups because I can taste the plastic residue in the coffee. Via takes literally 10 seconds to make. Quite a product, really.