According to the National Coffee Association, two-thirds of Americans reported drinking a coffee beverage in the past day, which is higher than past-day consumption of tea, juice, soda, and bottled water. Further, 71% of drinkers consume coffee exclusively at home with 62% of Americans owning a drip machine. But what about convenience? Over the past five years, adoption of instant coffee has steadily grown from 27% to 35% today in what is now a $3bn global market. But the vast majority of these products are created by the likes of Nestlé or third wave roasters via partnerships with freeze-dried producers. Amidst single-serve brewers and pods like Bruvi and Cometeer, few, if any brands are exclusively focused on the instant category. This week, HNGRY sat down with the CEO of ARC 01 Coffee, a new Gen Z-focused D2C instant coffee startup incubated by LA-based venture studio Mighty Ventures.