One of many Nescafe cake recipes (John Bull magazine, London 1958). Instant coffee is still used for cake flavouring...in fact in some kitchens that is what is now kept for.
Below that is the actual editorial matter which would have compelled Nescafe to advertise - to the right it shows 3 early coffee houses including the Turk's Head in Cambridge - so popular that nearby pubs suffered. One Cambridge professor declared that a man could pick up more useful knowledge in a coffee-house than at university - a claim I have heard made for the original Peet's in Berkeley!
One swiss roll, Nescafé mocha icing, browning or brown colouring, chopped pistachio nuts, sprig of holly or a robin. Beat in sufficient browning to make the Nescafé mocha icing similar in colour to tree bark. Cut a slice off the swiss roll and mash it with a fork, form into shape of a small stumpy branch. Place on top of the swiss roll near to one end fixing it with a little icing. Spread the surface with icing and cover the round joins at each end of the roll with icing. Mark with a fork to resemble tree bark. Decorate with pistachio nuts and holly or a robin.
MOCHA ICING.–2 level teaspoonfuls Nescafé, 2-3 oz. margarine, 2 level tablespoonfuls cocoa, 8 oz. icing sugar, 2 tablespoonfuls hot water. Beat all the dry ingredients to a cream gradually adding the water.