i assume it must be for a product similar to coffee mate but instead of being a powder milk substitute it's for the office worker who wants to go hair of the dog at a work but wants to avoid the telltale smell and need to carry a bottle with them. so they can just add this and it's like powdered irish coffee to help perk them up for another day of grinding tedium, perving at the girl across the office, and posting on DiS while the boss is out of the room.