I feel Different people have different tastes. Some prefer to have a strong coffee where some prefer a coffee with a low caffeine. There are many brands in a market for instant coffee. These three brands I have used till now in my home.
 
Starbucks VIA
Dunkin' Donuts
Kickapoo Organic Driftless Morning

Improve your kitchen with The RTA Store's New kitchen cabinets which is available at discounted price.