"How did Bloom prepare a collation for a gentile?
He poured into two teacups two level spoonfuls, four in all, of Epps's soluble cocoa and proceeded according to the directions for use printed on the label, to each adding after sufficient time for infusion the prescribed ingredients for diffusion in the manner and in the quantity prescribed." (U17.354)

An ad for Epps in Pearson's Magazine. We could rewrite it as: "What is a breakfast table without Epps's Cocoa? Incomplete..."