It May Look Like Toothpaste, But It’s Actually Coffee in a Tube. This Is the Quick Caffeine Fix That You Can Even Spread on Toast

Preparing daily coffee has become a cherished ritual for many. Choosing a quality coffee, brewing it in a favorite coffee maker, and using carefully selected accessories are all part of a process that goes beyond simply “making coffee.” However, people don’t always have the time or resources to do this, which is where canned coffee comes into play.

More specifically, coffee in a tube.

Coffee on the go. Traveling can be stressful for those who can’t go a day without a cup of coffee. It’s uncertain whether you’ll find a good coffee shop. Even if you bring your own equipment, you might only be able to manage an AeroPress or a portable coffee maker. You’ll also need pre-ground coffee (which tends to lose its flavor) and hot water for brewing.

This is where Swiss company No Normal identified a market opportunity: selling coffee paste.

No Normal. Two coffee and adventure enthusiasts who refuse to “settle for the mediocre” envisioned the coffee-in-a-tube concept. During their excursions, they needed an easily accessible way to enjoy instant, high-quality coffee. They developed a coffee paste stored in a tube, similar to toothpaste. This coffee extract can be prepared with water and hot or cold milk.

Depending on the amount of liquid used, you can create either a longer or shorter coffee. However, the beans are roasted to a strong level, which might make the flavor less appealing for some. The color of the paste itself or the brewed coffee it produces is a clear indicator of its strength.

Coffee for chewing. The No Normal coffee isn’t a powder, allowing for some creative experimentation. The company provides some intriguing suggestions that caught my attention. It suggests spreading it on toast, combining it with banana or chocolate, and mixing it with yogurt and oatmeal. The official website even shows someone consuming it directly from the tube, similar to an energy gel.

Below are the No Normal coffee ingredients:

• 46% Arabica coffee extract from Colombia
• 15% ground Arabica coffee from Colombia
• Swiss beet sugar, water, and natural thickener

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Specialty price. The company claims its product tastes better than most instant coffees because it’s concentrated, retaining the flavors of freshly brewed coffee. In fact, the roasted beans are selected to ensure the highest quality product.

Currently, there’s only one option available: the dark roast. Each tube costs $17, plus an additional $10 for shipping to the U.S. If you use five grams per serving, one tube is enough for 20 cups. However, there are also options for three tubes at $51 or six tubes at $81.60, both of which include free shipping.

Caffeine. The tubes have a shelf life of up to 12 months if stored properly sealed and don’t require refrigeration. You might be curious about the caffeine content in a “coffee concentrate” like this. While caffeine is a concern for many, research shows that it generally takes a significant amount to experience any side effects. Each five-gram serving contains about 47 mg of caffeine.

Creators explain on their website that a conventional espresso typically contains about 63 mg of caffeine. The amount contained in a teaspoon of the No Normal paste can be more or less than this, depending on the type of espresso and the variety of coffee you use as a reference.

Much of the advertising surrounding this coffee suggests that its primary target users are athletes and mountaineers, who often find it challenging to access hot coffee during their activities.

What about the taste? That’s the big question here. The commercial video makes me chuckle, especially the expression of one of the people tasting the coffee. However, it’s impossible to truly judge a flavor until you try it yourself. I don’t usually trust user ratings on a product’s official website, but it’s interesting to see how differently people evaluate the taste.

As expected, most ratings are overwhelmingly positive, but the comments reveal a range of opinions. Some individuals find it a bit too sweet for their liking, while others think it’s too strong. Some complain about it having too much sugar, while others argue it has too little. A few users even remark that it “tastes awful” when spread on toast (which I definitely have to try), and others ask makers for a medium roast version.

It’s amusing to see the variety of opinions regarding the same product stemming from different palates and preferences. However, what stands out most isn’t just the flavor but also the practicality of having coffee available in a tube.

Images | No Normal

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