Abstract: Disclosed herein is a coffee product which when brewed is characterized by having a reduced bitterness and improved freshness retention or brew holding quality. The coffee product is produced by an ultrafast roasting process wherein a blend of green coffee beans is roasted to a specific color preferably using a fluidized bed roaster at temperatures of from about 550.degree. F. (288.degree. C.) to about 750.degree. F. (399.degree. C.) for 30 to 120 seconds. The roasted coffee is quenched with air or inert gas, and ground or flaked.

Abstract: In combination, a predetermined quantity of particulate soluble beverage product, a predetermined quantity of aroma oil containing aromatic volatiles and a flexible air-tight packet for housing said particulate beverage product and said aroma oil for an extended period of time without substantial degradation in the quality or substantial decrease in the quantity of aromatic volatiles present in said aroma oil and said beverage product. In a particularly preferred embodiment the particulate soluble beverage product comprises instant coffee and the aroma oil comprises coffee aroma oil. Said packet preferably comprises at least two layers of a flexible sheet material which is substantially impervious to the passage of gas and liquid, said flexible sheet material having at least one surface which is substantially inert to the aromatic volatiles contained in said coffee aroma oil and said particulate soluble coffee product.