This box landed with the GIs in Normandy in 1940! It was found in 1948 at the Pointe du Hoc, one of the landing points for the American army during the Second World War. It's a symbol that sums up the history of this product, launched in 1938 in Vevey, but which owes its real success to the United States, where it was marketed, and even produced, from the early 1940s. The Second World War was a good time for it, as its long shelf life meant that it was adopted for supplying the American army. After the Liberation, GIs widely distributed the tin cans of Nescafé that remained in their packs along with cigarettes or chewing gum to Europeans they came across, contributing to the product's growing popularity.