Abstract: The invention relates to a method of improving acceptability of black coffee with young people. The method includes incorporating a plant flavor which is complementary to the coffee taste in an un-whitened soluble coffee powder and to the resulting product made by the method. In one embodiment, the soluble coffee beverage includes a plant flavor that initially provides a tea taste, but which subsequently gives away to a coffee taste in the mouth during consumption. The invention also relates to a coffee concentrate of this soluble coffee powder, and to coffee drinks or beverages made from same.