Introduction:For coffee lovers who are often outdoors or have limited mobility, the hassle of needing hot water to brew traditional instant coffee has always been an issue. Now, an innovative brand from Zurich, Switzerland, has launched a coffee paste that resembles a tube of paint. Simply squeeze it out and it dissolves—no need for just hot water. It can also be directly spread or eaten, solving the problem of caffeine replenishment in environments without hot water. This product made its debut and won an award at the ISPO Munich exhibition, with over 700 units sold in its first week, quickly becoming a new favorite among outdoor enthusiasts.
Love coffee but limited by environmental conditions? Traditional instant coffee is convenient, but it usually requires hot water to brew, which isn’t always easy for outdoor workers or hikers. To solve this problem, the Swiss Zurich-based brand No Normal Coffee has introduced an innovative product—a coffee paste shaped like a tube of paint. Just a gentle squeeze gives you soluble concentrated coffee.
The biggest feature of this coffee paste is its versatile usage. In addition to being brewed with hot water into a rich cup of coffee, it can also be directly spread like jam on bread or other foods. Even in extreme environments without hot water or utensils, it can be squeezed directly into the mouth for consumption, allowing you to quickly replenish caffeine no matter where you are.
Speaking of the product’s inspiration, one of the brand founders—an avid outdoor sports enthusiast—shared his experience. He said that in regions like Africa, where water is scarce, he wanted to conserve water as much as possible but didn’t want to give up his daily dose of caffeine. That’s how the idea of “drinking coffee without water” was born, leading to the development of this revolutionary coffee paste.
The product itself is made from high-quality Arabica coffee beans. Although each tube contains only 100 grams, “concentration is the essence”—just dissolve one tube of coffee paste in an appropriate amount of hot water, and you can brew about 20 cups of coffee. For outdoor trips that require a large supply of caffeine, this efficient use of space and dosage control is undoubtedly a major advantage.
If you don’t want to carry any brewing tools or wait for hot water, this coffee paste can also become “coffee jam,” directly spread on bread, cookies, and other foods for enjoyment. And in more extreme situations, such as deep in the mountains without hot water or food, users can even squeeze the coffee paste directly into their mouths to ingest caffeine in the most primitive way.
However, the experience of directly eating instant coffee powder often brings to mind that dry, bitter taste, which some people even find hard to swallow. To address this, No Normal Coffee has specially added a small amount of natural sugar to the coffee paste to soften the bitterness of pure black coffee, making it more suitable for direct consumption while also catering to the taste preferences of more consumers.
Compared to traditional portable outdoor coffee brewing equipment or regular instant coffee, the advantage of this coffee paste lies in its extreme convenience and space-saving design. Many outdoor athletes have reported that this product significantly reduces backpack load and allows them to enjoy a refreshing cup of coffee in various harsh environments without the need for additional complicated tools.
During the development and refinement process of the product, the brand specifically invited dozens of outdoor enthusiasts to participate in testing, collecting their real feedback to ensure the final product meets the needs of various practical scenarios, thereby enhancing the overall user experience.
This innovative coffee paste made its first appearance at the ISPO Munich exhibition, winning an award for its practicality and innovative design, and quickly garnered market attention. Currently, consumers can purchase it through the brand’s official website, with each tube priced at $18 USD (approximately 130 RMB). According to user estimates, if each tube can make 20 cups of coffee, the average cost per cup is less than $1 USD, offering quite good value for money.
After its launch, the product received an enthusiastic response in the Swiss market, with over 700 orders in its first week, demonstrating strong market interest in this innovative form of coffee. The brand also stated that it plans to promote this coffee paste to global markets in the future, allowing more outdoor enthusiasts to enjoy the energizing effects of coffee anytime, anywhere.
The above content is compiled by CoffeeHunters, a coffee news website.
