Where's the flavour?

I drink both brewed coffee and instant, and I really like Tim Horton's coffee, so I was eager to try their instant. I used the same amount of coffee as I usually do, added my cream, and when I saw how white it was (I don't like a lot of cream in my coffee) I took a cautious sip. Hardly any flavour! I put another heaping spoon in, which darkened the liquid, but didn't add much taste. I bought the medium roast, as light and medium was all they had at the store and I like my coffee medium to dark.